Assessment Record form and Marking Grid Student name: Assessment No: Module Level: Module Tutor: 1 of 1 5 Module: Assessment Method: Weighting: Date of submission: Information Systems in Hospitality Task 1: Presentation Task 2: Report 50% Length: Presentation & Report 1500 Words Learning outcomes assessed: 1. Knowledge of information systems theory in the context of business environments 2. Effective understanding of the use of IT in supporting the Guest Cycle, Purchasing Cycle and Yield Management Skills Mapped:  Use of technical and interpersonal skills and knowledge  Practical and theoretical solutions to complex problems  Research  Communication and Information Technology Feedback Assessment Criteria Weight % Strength Areas of Improvement Task 1: Padlet Presentation Apply various systems that include customer and guest cycle, revenue & CRM management systems that are used within the chosen industry 25% Task 1: Padlet Presentation Padlet Wall Presentation use of appropriate language and referencing (hyperlinks, video and photography etc.) 10% Task 2: Report Critically evaluate the effective use of IS in supporting the Customer and Guest Cycle, Revenue and Quality Management. 40% Task 2: Report Provide recommendations for improvement. 10% Task 2: Presentation and Formatting – Use of English language (spelling, grammar). Technicianship of referencing to house style. Appropriateness of presentation, layout and length 15% Deductions: Late Submission Total mark out of 100% 100%   Assignment Brief Task 1: Presentation For this task you are required to prepare a PADLET WALL based on real case study from industry. You will be working individually and/or groups of three or four. Padlet Wall Presentation Choose an organisation from Business/Culinary Arts/Hospitality & Tourism industry and research the use of information systems within that organisation. Briefly present the nature of the organisation. Investigate the Information Systems and technology that are used to support their application of the customer and guest cycle, revenue and quality management. Word count should not be more than 1500 words (not including hyperlinks or copy/paste of external material). Direct citation in your pages will not count as your words either. Include a Bibliography as well as in text referencing using Harvard style. Your padlet wall will need to be created by you using personal or college email address. Once you have completed make sure to share the wall through email from Padlet settings. Please refer to handout provided. Tips 1. Carefully read through the assignment brief. a. Before starting, structure your information in a coherent manner. b. Make sure you have given an appropriate heading/title. c. Include your name as a Padlet page title d. Introduction to the chosen organisation, you can include their logo etc. e. Name the pages as you would like it for e.g. Systems Used etc. f. Bibliography 2. Create hyperlinks for easy navigation to access any videos etc. 3. Include your own documents and pictures, figures etc., remember to label them. ________________________________________   Task 2 – Individual Report Further to your presentation now you are required to produce an evaluative report on the chosen organisation. You are to write a 1500 word individual report that critically evaluates the information systems used within the organisation. You are to use correct Harvard referencing and appropriate theories. The report should include the following:  Very briefly present the nature of the organisation and the information systems used within the organisation.  Explain the features of the information systems specifically used for customer and guest cycle, how the customer and guest cycle stages are implemented using the system. Also discuss the revenue and quality management systems within the chosen organisation and how these support their routine operations with relevant example.  Critically evaluate the effectiveness of the information systems used within the chosen organisation.  Based on your analysis provide an appropriate recommendations for improvement of the systems and customer experience using technology. Word count should not be more than 1500 words. Include a Bibliography as well as in text referencing. Task 2 –Individual Report Further to your presentation now you are required to produce an evaluative report on the chosen organisation. You are to write a 1500 word individual report that critically evaluates the information systems used within the organisation. You are to use correct Harvard referencing and appropriate theories. The report should include the following:  Very briefly present the nature of the organisation and the information systems used within the organisation.  Explain the features of the information systems specifically used for customer and guest cycle, how the customer and guest cycle stages are implemented using the system. Also discuss the revenue and quality management systems within the chosen organisation and how these support their routine operations with relevant example.  Critically evaluate the effectiveness of the information systems used within the chosen organisation.  Based on your analysis provide an appropriate recommendations for improvement of the systems and customer experience using technology. Word count should not be more than 1500 words. Include a Bibliography as well as in text referencing. Introduction In 2013 Japan's information and technology development was ranked at 12th place in the world. (http://www.japantimes.co.jp/opinion/2013/10/22/editorials/japans-technology-ranking-slips/#.VFLGVzSsWxU). No wonder "Japan Airlines (JAL), is one of the leading Asia-Pacific carriers. It operates more than 220 aircraft domestically and overseas" (http://www.amadeus.com/blog/31/07/japan-airlines-altea/). Its Information System (IS) is arguably the reason for JAL's success. IS is defined as "a combination of hardware, software, infrastructure and trained personnel organised to facilitate planning, control, coordination, and decision making" in a business. (http://www.businessdictionary.com/definition/information-system.html#ixzz3Hfrd2qib). This highlights the importance of technology in this industry as it helps the organisation compete with rival airlines; meet the customer's needs and improve communication between the client and service provider. Linking Japan airlines to the Padlet presentation previously submitted by the author's group, this report will critically evaluate the effective use of IS in JAL. The author will also provide recommendations for future improvement within the customer and guest cycle, revenue and quality management. Information system (IS) allows a company to collect, store and process information in order to help them determine information knowledge and digital products. In addition IS helps a company to adjust, prioritise and organise their business accordingly. (Reference) One of The main role of IS helps a company to stay updated with the latest trend, furthermore to stay ahead of the competition and to have accurate information on booking, customer feedback and purchases. IS is a system based information designed to improve an organisation's ability to fulfil its mission in a business and compete adequately in its chosen market. Due to the accessibility of the internet and the multimedia devices, people can access any information they require, this has reduced personal purchases. Equally important it has helped the tourism industry to grow extensively. IS is a set of elements or components that interact to accomplish a company's goals. These elements and the relationship amongst them helps to determine how the system operates. IS includes input, processing mechanism, output and more importantly feedbacks. The performance of the system can be measured in various ways. INPUT:- This is the activity of gathering and capturing data. PROCESSING:- Converting information gathered into useful outputs, I.E: making calculations, comparing data and taking alternative actions to improve future use. OUTPUT:- This involves producing useful information, usually in the form of documents, reports and payslip for employees. In some cases output from one system can become an input for another. FEEDBACK: feedback is information from the system that is used to make changes to input or processing activities. Furthermore it is also important for managers and decision. IS plays a major role in almost every aspect of tourism due to the high information content, the amount of data on passengers, flights, meals and hotels. IS is required to effectively manage equipments, personnel, flight scheduling and contingency planning. This involves analysis of demand verses capacity on every flight with pricing decisions made accordingly. American Sabre system was the world's first computer reservation (CRS). It was highly successful as customers received information faster. Tourism is an international industry which has seen a big rise in people travelling. This energetic growth and development.......... Figure 1- Picture of their network process. http://www.google.com/search?q=japan+airline+network+process&source=lnms&tbm=isch&sa=X&ei=FdBSVPTrFOOr7AbytYDQAw&ved=0CAgQ_AUoAQ&biw=1366&bih=667#facrc=_&imgdii=_&imgrc=TmUljEp29MTUWM%253A%3B7XYROW6E_IRvTM%3Bhttp%253A%252F%252Fwww.nature.com%252Fsrep%252F2012%252F121126%252Fsrep00887%252Fimages%252Fsrep00887-f8.jpg%3Bhttp%253A%252F%252Fwww.nature.com%252Fsrep%252F2012%252F121126%252Fsrep00887%252Ffull%252Fsrep00887.html%253Fmessage-global%253Dremove%2526WT.ec_id%253DSREP-631-20121203%3B946%3B632 Talk about Guest Cycle According to Tefen (2009) Customer life cycle begins when a customer is "considering, purchasing, using, and maintaining loyalty to a product or service". The guest cycle is divided in to four different sections, which is the pre-arrival, arrival, occupancy and departure. The pre arrival is mainly reservations; there are factors which influence a guest's choice. These factors may be type of travellers, feeling, promotion, an easy reservation system. The arrival is when the guest arrives at the front office. There are two department involved are the uniformed services and desk agent. They are very important because they are the first and last impression that the client gets of an airline. Occupancy stage is when a customer is involved in contact with desk agents and the cashier. In occupancy the guest has the opportunity to interact with all the departments to get the information they need about their purchase. Finally is the departure stage where the cashier and the client decides the payment method which will depend on the policy of the airline their products. The cahier is responsible for processing the payment and to make sure the client leaves with a positive impression Online Process of Reservation and Ticket Purchase The reservation and Ticket purchase must be made at the same time through this online service. Your reservation cannot be completed without ticket purchase. This service is available for passenger who have an e-mail address and a valid credit card. This service is available up to 6 hours prior to departure, or until 23:59 of the day before departure, whichever is earlier. Reservation can be made for up to nine passengers (including the applicant) in one transaction. However this service is not available when children under 12 years old if not accompanied by an adult. We accept reservations only on JAL Group flights and on certain itineraries connecting flights operated by other airlines. The flights shown through this service are automatically arranged and limited for available flights. Wait lists are not accepted through this service. Fares, Taxes, and other charges are not guaranteed until ticketed. We will contact passenger if there is a difference on the exchange rate or a system error. Additionally if the system is unable to calculate the airfare automatically, we will not be able to complete the online purchase application. When you have completed your online ticket purchase, we will send a confirmation email to your registered email address. Boarding Please present your e-ticket Itinerary/Receipt to the check-in agent upon check-in Proper travel document Please present all necessary travel documentation upon check-in. For passengers on the U.S., Canadian and Australian routes Passenger Reservation Records may be subject to access by the U.S., Canadian and Australian government authorities. http://www.uk.jal.com/ukl/en/flight_planning/reservation/rules/ Figure 2 http://www.google.com/search?q=japan+airline+network+process&source=lnms&tbm=isch&sa=X&ei=FdBSVPTrFOOr7AbytYDQAw&ved=0CAgQ_AUoAQ&biw=1366&bih=667#tbm=isch&q=Pre+Arrival+%E2%80%93arrival-+departure+%E2%80%93+occupancy.&facrc=_&imgdii=_&imgrc=xaUWP-dbCvI_MM%253A%3BWXcUhdqGmYMP9M%3Bhttp%253A%252F%252F2.bp.blogspot.com%252F-y6QTybLGMGM%252FUA1qn67q9DI%252FAAAAAAAAAAc%252Fn_awBgXtPj0%252Fs1600%252Ffromt%252Boffice%252Bpre%252Barrival.jpg%3Bhttp%253A%252F%252Fsaschmcsdept.blogspot.com%252F2012_07_23_archive.html%3B587%3B105 Property Management It handles the plan that are available or need fixing. Figure 3 Revenue management this is a strategy used by certain industries to manage the allocation of their capacity. According to (Sanchez and Satir 2005) it is a holistic and systematic approach to maximise revenue through varying the rates offered to the users in high forecasted demand and supply patterns. To understand revenue manage there are three steps to understand. 1. Forecast profit using artificial neutral network 2. AHP assessment to measurre the importance of commodities for yield management. 3. Fixing optimal quotas for each commodity, whic is a multiple attribute decision making. The company allows customer to print their boarding pass. • Customers Check airline times using /apps or websites • Buying tickets online/ telephone payment • The company can send you offers they have • Air miles promotes loyalty ( motivates customers) Quality Management Management activities and functions involved in determination of quality policy and its implementation through means such as quality planning and quality assurance (including quality control). See also total quality management (TQM). Regular review of products and quality control, amendments to retail and personels. Read more: http://www.businessdictionary.com/definition/quality-management.html#ixzz3HgDMgU8g Feed back ensures quality is improved Customer relations management Customer relationship management (CRM) is a system for managing a company's interactions with current and future customers. It often involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support. A CRM system helps your business grow because it tracks the history of customer interactions. Why is this important? Because tracking is everything. From calls made and emails sent, to meetings held, presentations delivered, and even the next steps needed to close the deal or grow that customer account. To run smoothly, your business needs customer relationship data that's automatically updated, with instant access for employees, and provides a full history of all communications, meetings, and documents shared. With a CRM system, your business has one place to store every customer, every lead, every service request, all of their contact info, preferences and history so your conversations are always personal, relevant, and up-to-date. All available on mobile, desktop and through powerful reports & dashboards. Marketers can also use CRM to better understand the pipeline of prospective sales making forecasting simpler and more accurate. You'll have clear visibility of the path from enquiry to sale, available wherever & whenever you need it. http://www.salesforce.com/uk/crm/what-is-crm.jsp Air miles- customers are motivated to come back when the airline provide reward Figure 5- picture of how consumers give feed back Conclusion What did i learn from this... The report above shows the fact that it would be impossible to conceive an airline without encompassing technology in the 21st century. It has also been highlighted what technology can do for a company in providing a better service to customers. Recommendation Instead of printing tickets why not go completely paperless on the other hand this might affect old people as the find technology difficult to use. New customer can use face book to create an account (give examples of other company using it.) Bibliography http://www.amadeus.com/blog/31/07/japan-airlines-altea/. http://www.tefen.com/services/sales_marketing/customer_lifecycle.html