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The Impact of Table Reservation Systems in Qatar Hotels and Restaurants.
Contents
TOC o “1-3” h z u Aim of the study PAGEREF _Toc468202744 h 3Purpose of the Study PAGEREF _Toc468202745 h 3The SMART objectives for the Study PAGEREF _Toc468202746 h 3Rationale PAGEREF _Toc468202747 h 3Literature Review PAGEREF _Toc468202748 h 6Search for information and acquisition. PAGEREF _Toc468202749 h 6Offline vs. Online Communication. PAGEREF _Toc468202750 h 6Design and Methodology PAGEREF _Toc468202751 h 7Research Philosophy PAGEREF _Toc468202752 h 7Positivism PAGEREF _Toc468202753 h 7Phenomenal PAGEREF _Toc468202754 h 8Inductive Approach PAGEREF _Toc468202755 h 8Deductive Approach PAGEREF _Toc468202756 h 8Research Methods PAGEREF _Toc468202757 h 8Hypotheses. PAGEREF _Toc468202758 h 9Data PAGEREF _Toc468202759 h 10Empirical Analysis PAGEREF _Toc468202760 h 11Equality of Variances text Levene’s PAGEREF _Toc468202761 h 12Independent Sample Test PAGEREF _Toc468202762 h 12Equality of means- T-test PAGEREF _Toc468202763 h 12Confidence Interval PAGEREF _Toc468202764 h 12Observations PAGEREF _Toc468202765 h 12Findings. PAGEREF _Toc468202766 h 15Discussions PAGEREF _Toc468202767 h 16Conclusion PAGEREF _Toc468202768 h 18Recommendations. PAGEREF _Toc468202769 h 19Appendix PAGEREF _Toc468202770 h 20References. PAGEREF _Toc468202771 h 21

Aim of the study
To investigate the impact of Table Reservation Systems so as to understand their level of use, effectiveness, and how they can be enhanced to increase the performance of hotels and restaurants in Qatar.

Purpose of the StudyThe purpose of the paper herein is to evaluate the effect of Table Reservation Systems in hotels and restaurants in Qatar. After conducting the research, discussions, conclusions, as well as recommendations that can be used, will be made.
The SMART objectives for the StudyTo investigate the existing methods of table reservation in Qatar hotels and restaurants
To address the significant role of table reservation systems in hospitality businesses
To conduct a qualitative research that will identify the strengths and weaknesses of systems in place, according to the people using them, which include customers and businesses
Within two months collect data, analyze it and conclude if there is the use of Table Reservation Systems, the effectiveness of their use, and the improvements that can be made to improve their use.
RationaleHotels and restaurants use various approaches for customers to make reservations to guarantee availability and convenience for their clients. The revenue spent can reach millions of dollars through setting up systems and marketing strategies aimed at reaching consumers from all parts of the world (Kim & Kim, 2004). Additionally, reservations offer an excellent opportunity to create a competitive edge over other restaurants and hotels by improving service efficiency. Nevertheless, how these systems are implemented and used determines their contribution to the business.
E-commerce has become an important part of the modern-day hospitality industry. Advancement in technology and the increased availability of the internet has improved information communication technology (ICT). Hotels and restaurants can interact with customers via online platforms where they can make inquiries and bookings. The traditional hotel reservation system involved making calls to the hotel or restaurant, or customers had to walk into the enterprise physically (Elhaj, 2012). Developments in IT has brought about solutions to enhance how customers make reservations. The online reservation systems have combined the aspects of managing reservations and an approach to market the restaurant (Morosan & Jeong, 2008). From this perspective Lin and Lee (2009) allude that online reservation systems are not a way of booking reservations, but offer additional benefits including marketing and data collection. Additionally, they play the critical role of providing consumers to choose from a variety of restaurants and hotels depending on location and availability. Online reservation systems offer a reliable and easy way for restaurants to create table layouts and manage reservations.
The effectiveness of these systems lies in the ideology that consumers are likely to perform some information search before making a purchase. Users seek and evaluate information as a risk reduction strategy for those brought about by uncertainty. In line with this, increased tourism in Qatar shows suggests that foreigners might desire to know the availability of hotels and restaurants (UNWTO, 2013). Subsequently, availability of this information on internet sources offers the customer insights in availability, prices, meals, and other services available in the restaurant. One can also make comparisons to determine which businesses offers the best products and at what prices. The information on online reservation systems is useful in lessening the difference between external and internal information. The informed persons will have an increased level of satisfaction compared to when they walked into the premises and lacked the space or the desired food (Lin & Lee, 2009).
The use of online reservation systems is affected by factors emerging from the business as well as the customers. Studies show that there six main factors that influence the use of booking systems, and they include convenience, the ease of searching information, the ease of understanding the underlying policies and placing orders, the credibility of the information, price, and security of the information (Kim & Kim, 2004). From this context, various forms of online reservation systems can be used in the hotels and restaurants in Qatar. Reservation can be made at the hotel or restaurant website, social media platforms, or using third party service providers. Nevertheless, these platforms must meet the minimum requirements to guarantee efficiency, ease of use, and security that are imperative to achieving consumer satisfaction (Manzari, 2008). In this context, the role of social media cannot be ignored. Sites such as Facebook allow users to interact with the businesses while at the same time accessing comments provided by other customers. Third party services such as Reserveout.com used in Qatar are a rich source of information for local and foreign consumers. Online platforms allow the consumers to review, rate and comment on services provided by the hotel or restaurant (Renny, Guritno, & Siringoringo, 2013).
In this research, the primary forms of table reservation will be reviewed, surveys will be conducted to determine their effectiveness, evaluations will be carried out to identify if they meet the needs of the consumer in Qatar. An in-depth analysis will be performed to determine the role of social media in the relationship between third party service providers and the company’s website. The sentiments are drawn from the perspective that social media has become critical for communication and gathering information (Elhaj, 2012; Renny et al., 2013).
Literature ReviewSearch for information and acquisition.Every individual performs some manner of information search before making a purchase. Even individuals who are impulse buyers need to remember something about his/her beliefs and past experiences. Consumers like to search for information about a product so that they can reduce the risk of getting a product they did not expect. A search of information will substantially reduce the consumer’s difference between internal and external information. Accordingly, for any organization that hopes to get recognized in the market, time spent by the consumer acquiring information is vital to understand (Barrett, 1997, 56). What time does a client take to better analyze competitors and the switching cost that is linked to such a decision? In the event that an organization wants to advertise themselves, in which places are they needed to be situated to ensure that the client sees? The value of time is subjective (Ness, 1986, 67). For the consumers, the internet has done them a great deal in cutting costs because it takes a small fraction of the time to acquire information about purchases. On the other hand, for companies, the internet has had the effect of increasing competition thus much smaller competitors are now able to compete with larger competitors using much less money (Bergemann and Bonatti, n.d.). The system of online reservations has enabled consumers to be able to search for hotels and restaurants in many ways. Moreover, ratings, personal reviews, professional reviews are all acquired from one place. Accordingly, the client has been given much more power to decide what he/she needs (Ó Dochartaigh, 2007).
Offline vs. Online Communication.Dijk, Minocha, and Laing (54) evaluated why clients decide to utilize multi-channels when purchasing services and products. Furthermore, the research also showed the patterns with clients in the procedure. Discovering what makes a client utilize a particular channel over the other is becoming very important (Xie, 2004). The study also evaluated at clients at every process during consumption. The influencing factors from the participants include transaction costs, special needs, prior conditions, perceived risk, and convenience (Neubaum and Kra mer, 2016, 43). Many of the study participants were in agreement that they preferred to utilize the internet as a way of getting information.
Six Factors That Affect Internet Reservations.
According to Kim (54), it was concluded that six aspects that affect individuals that utilize internet reservations: safety, price, credibility of information, transaction, information search ease, and convenience.
Design and MethodologyResearch Philosophy
There are two kinds of research philosophy which scholars use in study work and these include positivism and phenomenology.’
PositivismThis type of research strategy explains that study work done by a researcher is completely self-regulating or independent in that the subject matter will not affect the scholar whatsoever. In this research philosophy, the scholar employs clearly defined and well-structured approaches which are later finalized in numerical form (Tüzemen, 2016, 67).
PhenomenalIn the phenomenal type of research philosophy the approach used is based on a total truthful or realistic position (Sundström, 2011).
Research ApproachThe two main techniques usually employed in this area are mostly the Inductive approach and Deductive approach.
Inductive ApproachThis is a more free type of approach as the scholar is not restricted to the new methodology. Inductive research revolves on the search for pattern from theories, development of explanations and explanation through sets of hypotheses (Scheffler, 1958, 89). Data is simply collected and then the researcher tries to figure out the connection between these observations.
Deductive Approach
Deductive approach is concerned with designing hypotheses based on the theory that is existing after which developing a study strategy to test the hypotheses’ (Bruce, n.d.). The results of such a hypotheses are either regarded as null or positive hypotheses depending on the result.
We went for this kind of approach as we see the main problem in this research is to find the effect that table reservation systems can have in Qatar hotels and restaurants.
Research MethodsThere are three most widely used research methods in the world. They include qualitative research method, quantitative research method and the pluralistic research method. These methods differ from each other in their objectives, type of equipment they employ in their data collection, types of questions they ask and form of data they collect.
The qualitative research method is used when researchers try to paint a clear picture of the case study. Qualitative research observations are usually in heterogeneous form. This type of study is usually deployed in the form of comprehensive interviews, observations and focus groups.
Quantitative research method emphasizes on numerical or mathematical computations of data. This is done through polls questionnaires and surveys. This research method is aimed at collection of numerical data (Aguinis, 2005, 34).
The pluralistic method uses a combination of both the qualitative and quantitative method but qualitative method forms the basis of a research. No research method is ruled out in this method.
This study uses qualitative data which will be collected from people using the Online Reservation Systems. The users include workers in the restaurant and hotel businesses as well as the customers who engage in various interfaces to book or review information about the business. The research will also employ literature, interviews, focus groups, and online questionnaires. The use of multiple approaches is critical to collect a significant amount of data that will eliminate biases experienced when using one approach. The literature review will provide information on previous research on the case at hand. Interviews and focus groups will be used for particular groups such as managers who have adequate knowledge and experience using the systems. The online questionnaires will be administered to customers of select restaurants and hotels in Qatar.
Hypotheses.
Hotels and Restaurants with an online table reservation system generally perform better that hotels and restaurants without and online reservation system.
To test this hypothesis, we will consider the two period’s pre- incorporation of online reservation system and post-incorporation of online reservation system
(3.9.1) Null Hypothesis Model
H0: Hbo– Hao = 0
As per the first rule of statistics, there’s no significant improvement between percentage data from the period before and after incorporation of online reservation system.
The model simply deduces that Hbo ( the period before) = Haa (period after) which implies that there is no change between the two eras.
(3.9.2) Hypothesis Model
H1: Hbo– Hao > 0
The second model simply interprets that Hbp (period before) > Hap (period after privatization) which implies that there is a significant change and there has been an optimistic effect on online reservation system
Where:
bo stands for: Pre- incorporation of online reservation system
ao stands for: Post- incorporation of online table reservation system
DataTo evaluate the effect evaluate the effect of Table Reservation Systems in hotels and restaurants in Qatar two different sets of data will be used to liken pre- incorporation of online reservation system and post- incorporation of online reservation system.
Hotel/Restaurant. Percentages of clients Post- incorporation of online reservation system. Percentages of clients Pre- incorporation of online reservation system.
Aroma 28 19
Belgian Café 25 18
Chingari 23 12
Nobu 26 11
Gordon Ramsay 25 13
Saffron Lounge 21 14
Wok Mee Noodle House 23 19
Al Adhamiyah Iraqi Restaurant 29 15
JW’s Steakhouse 20 18
Sukar Pasha Ottoman Lounge 18 16

Empirical AnalysisAs mentioned earlier the statistical tools employed for this hypothesis are:
1.Test for Equality of Variances Levene’s
2. Independent Sample Test
3.Equality of mean – T-test
4.Confidence interval
Equality of Variances text Levene’sIn Levene’s Test for Equality of variance we identify if population variances are equal or not. If the notable value is less than 0.05, then population variances are not equal, but if the value exceeds 0.05, then the variances are equal. If the population variances are not equal, then further research is not required as this proves the first model right. H0: Hbp– Hap = 0 (Plackett, 1947).
All this translates to Null hypothesis.
Independent Sample TestThe analytical instrument uses normal population with unidentified standard deviations. It also shows the contrast of mean scores belonging to two diverse groups with a given variable.
Null hypothesis- is when the two groups are not notably different.
Alternative/opposite- one which both groups are notably different.
Equality of means- T-testThree points should be noted here:
A null hypothesis is one where both means of the tested groups are equal and positive, and a positive hypothesis is one where the means are not equal.
The test managed by this analytical instrument is the t-statistic.
The P-value is found through observing the t-distribution.
Confidence IntervalThe trust interval is usually an approximated value of the population parameter. In this instrument, as a substitute for single parameter values, an interval is used. This tool is used to show the dependability of an approximation done at any statistical point.
ObservationsAs previously discussed we have two observations so to find out which best fits:
Null Hypothesis Model
H0: Hbo– Hao = 0
Hypothesis Model
H1: Hbo– Hao > 0
Where:
bo stands for Pre- incorporation of online reservation system.
ao means Post- incorporation of online reservation system.
Observation No: 1
Group Statistics
Levene’s Test for Equality of Variances
Pre-post N Mean Std. deviation Std. Error Mean
NPLS 1
2 10
11 22.6000
14.2727 3.37310
2.90141 1.06667
0.87481
Variances provide two cases
Case No: 1
S12=S22 this proves that the variances for the population are equal.
Case No: 2
S12=/S22 this proves that the variances for the population are not equal.
MCB Equality of Variances Levene’s test and Equality of Means t-test.
Levene’s Equality of Variances Test. Equality of Means of T-test.
F Sig 1 T Df Sig. 2-tailed Average change Standard Error difference 95% difference confidence interval difference
lower upper lower upper lower upper lower upper lower
Assumed variances are equal.
Assumed variances are equal 0.028 0.868 6.082
6.036 19
17.893 0.000
0.000 8.32727
8.32727 1.36921
1.37952 5.46148
5.42777 11.19307
11.22677
Independent Samples Test
Variance Result
Significant value shows the value of 0.868 which is more than 0.05; this means that if we discard that, an error of 86% will be made. So the first conclusion of online reservation systems % affirms that the population variances are equal.
So case no.1 is acknowledged.
Equality of Means –T-test.
Results indicate that the 2-tailed test <0.05 which means our null hypothesis H0: Hbo– Hao = 0 is rejected. The result translates to no improvement Post- incorporation of online reservation system. Here the means are not equal so the H1: Hbo– Hao > 0 model is accepted.
Confidence Interval
5.461 < Hbo – Hao < 11.193
Confidence interval clearly shows an improvement Post- incorporation of online reservation system. The result statistically proven through H1: Hbo– Hao > 0
Findings.In this paper, a series of variables belonging to two groups of hotels and restaurants (the one that has already incorporated an online table reservation system and the ones without an online reservation system) was measured so as to come up with the performance of online table reservations in Qatar was done. Two variables; a dependent one (hotels and restaurants with an online reservation system) and an independent one (hotels and restaurants without an online reservation system) were measured. The result showed that inconsistencies are equal in both instances (hotels and restaurants that have already incorporated a table reservation system and the ones without an online reservation system) and that hotels and restaurants with a table reservations system received more clients based on the system.
The sample sizes used in the research included five managers from different restaurants as well as hotels. Moreover, the customer population used in the entire research was a total of 50 which also included foreigners. The concentration of the study was carried out in Doha where numerous similar businesses had been conducted.
During the conduction of interviews, the target populations were exposed to a series of interview questions whose feedback was recorded for further analysis.
The findings of the research revealed that most of the customers frequently made use of the online reservation platforms although they also preferred a personal touch of making telephone reservations. A third portion of the total of 696 restaurant customers during the research always made their reservations through the online reservation system. Those who made their reservations online also found it more convenient in comparison to the rest who made telephone reservations. Another finding was that the online reservation systems contained more information regarding the quality of service and products of the restaurant in comparison to the telephone reservations that were made to the restaurants.
DiscussionsOnline reservations have grown to become critical to every restaurant since the early 1990s and have become widely accepted. Restaurant websites have developed a customer convenience culture that enables the clients to make these reservations at any time. They further control the information that is then provided to the customers. The restaurant websites also hold competitive advantages over fellow companies.
Identifying a company’s best customers and understanding their needs requires the use of a marketing strategy. Marketing strategies define the vision, mission, and steps to achieving set business goals. Different companies employ distinct marketing strategies depending on the product or service they offer. Marketing strategies are put in action to increase and attain a sustainable competitive advantage. For a marketing strategy to be termed as successful, it has to grow sales through targeting a company’s products and services to the most likely buyers.
Successful marketing strategies are developed out of research findings of the product or service market, and profiles of both customers and competitors. The conduction of such marketing research enables the company to build a strong reputation for their products and services. Moreover, successful marketing strategies need to participate in achieving business goals through the increase of the company’s market penetration. Business goals are critical in the formulation of successful marketing strategies since they draw the patterns that these procedures are meant to follow. For example, a business may have goals of selling more products and services than its competitor. Such a goal has to meet given criteria that ensure its specificity, measurability, achievability, relevance, and time bound. The formation of a marketing strategy based on the analysis of the goal is more likely to be successful in manipulating the market as opposed to one that is employed from the imitation of existent strategies in the field.
Successful marketing strategies do grasp aspects of the external and internal environment. The outer dimensions of a business climate deal with economic, cultural, and political factors that affect supply and demand of products. Consequently, legal and technological advancements are included in the external market environment. The internal business climate includes all factors that a company has control over. For instance, financial, physical, human and natural resources. Such factors also deal with the valuing of staff and communication levels in a company. These factors critically affect the methods by which objectives are attained in a company. Specific objectives are achieved through the usage of successful marketing strategies that scan such business environments. Such strategies are dynamic and interactive which, in turn, assists given companies to understand existent strategic constraints.
The characteristics of successful marketing strategies used in online plartforms revolve about forming a solid foundation for promotional efforts. Promotional activities include networking and advertising actions that increase the value of companies. Successful strategies ensure that a targeted market is identified and pursued. Direct and indirect competitors are also critical external factors that may undermine the success of a marketing strategy. More so, a company’s marketing strategy ought to create awareness of the existent products and services of new businesses in dominated industries. The success of a marketing strategy is also dependent on its credibility and consistency. Targeted markets critically need to have a positive disposition towards a given service or product. Earning the trust of customers requires the delivery of expectations that marketing strategies create. An example of building credibility is offering samples and taking the time to present and explain the usage of a given product. The consistency of the company in employing a given strategy continues to build the company’s foundation. The success of most chain stores is built solely on the coherence of their marketing strategy. Credibility is also attained from the consistency of a long-term performance in branded companies.
Numerous mechanisms can be used to assess the success of a market strategy. Conducting research, identifying business goals and evaluating the market environment are some of the key ingredients of a successful marketing strategy. Furthermore, ensuring that a marketing strategy is credible and consistent provides that a solid foundation for promotional efforts is built. Successful marketing strategies must focus on engineering all selling activities into supporting business’ growth and sustenance.
ConclusionThe online reservations do increase the volume as well as revenue due to a higher accessibility rate. Secondly, customers are able to make online reservations at their time of convenience which higher the sales levels. Difficulties experienced during telephone call reservations are also reduced with the availability of online platforms from which clients can have access to. Third party online reservations provide adequate information regarding the restaurants that are available. Additional distribution channels assist numerous businesses to obtain sale increments. Numerous restaurants have become concerned with the loss of personal connections with the clients despite the range of benefits experienced from the online reservation systems.
Recommendations.
There exist possible adjustments that are required to serve customer needs in adjacent markets in making hotel reservations. These adjustments include a focus on the end user experiences. The changes are factored upon through the identification and prioritization of the customer channel requirements.
Further changes required in the servicing of customer needs deal with the assessment of the entire firm’s capability in satisfying the customer wants and requirements. These adjustments are arrived at through the determination of the firm’s strengths, weaknesses, and the main market gaps. These assessments enable the firm to be at its optimum level of performance.
Possible adjustments in the market are arrived at through benchmarking of the competitor firms through the participation in online sale or catalog competitions. These competitions are mostly based on product categories, in the cases of established companies. The adjustments undertaken by firms are also required to provide solutions to the existent challenges experienced by the customers in the marketing levels. Lastly, the adjustments made in serving the needs of customers ought to be evaluated and assessed through a channel of possible options that improve the customers’ experiences in making hotel reservations.

Appendix
Safron Restaurant website Qatar (Screenshot, 2016)

Restaurants in Qatar website (Screenshot, 2016)
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