Optimizing Customer Experience Through Smart Devices: A Case Study Of Events Protocol Limited, Essay.

Optimizing Customer Experience through Smart Devices; A Case study of Events Protocol Limited

The project is conceived, designed, and carried out independently, with support and supervision.

To produce a research paper, article and documented action project, presentation of a body of visual / literary work, written project, dissertation or combination thereof.

Background of the project

The project has focused to provide detailed overview on how digitalization and 3d views has left major positive impact in enhancing customers’ experience. In order to deliver superior of event management services customers from different geographical backgrounds should be attracted towards the business. Uses of mobile phone application and social media platforms have become very effective in grabbing the attention of other geographical boundaries. Technology has rendered a rapid growth on customers’ purchasing behaviour, trends of commerce and business industries especially belonging to event management sector. As per previous business scenario organizations could not get immense opportunities to introduce their brands and products internationally. As a result, customers did not get enough scope of getting detailed overview about the products.

Events Protocol is a promising event management start up established in London which aims to draw customers’ attention by using mobile and other smart devices. The primary objective of Events Protocol is to gain competitive advantage by disrupting traditional-fashioned event management cadres who are not well accustomed with digitalization. The study however has provided detailed overview on how the organization after implementing digitalization within business process is grabbing the attention of global customers. Though the innovation of technologies are yet to be implemented within the services of Events Protocol, the business experts can take this issue as a major concern for expanding their business in the multinational boundaries. Events Protocol being a start up is concerned to achieve specific target as of now. The organization is flexible to provide effective services for conducting business events and social events only.

While evaluating data of last five years on event management sector the organizations always prefer to communicate with the customers directly in order to introduce their brands and services. Direct marketing was the most significant ways to enhance customers’ experience about their services (Zhou and Wang, 2014). In current business scenario, event management sectors have emerged a wide range of innovation within their services. The primary aim of event management companies like Events Protocol is to conduct entire event successfully on behalf of the clients. From selecting venues to providing transport facilities the entire responsibility goes to the event management business authority. As a result, customers do not have to take additional headache of organizing the entire event.

However, numerous practitioners and researchers have identified that rendering innovation on business process by using smart devices is becoming a matter of attraction for customers of new generation. By using smart devices customers can get in-depth overview about the entire service method of the service providers. As a result, it helps immensely in building customers’ loyalty. In addition, Smart devices are very much helpful in maintaining promotional activities as well (Hambrick, Frederick and Sanderson, 2015). Events Protocol after implementing digitalization within services is able to drag the attention of global customers. The service providers can reach the mind of large number of customers beyond going their regional market. As a result, the business experts can easily increase the experience of target customers.

Rationale of the research topic

With the rapid and dynamic growth of globalization business sectors are changing their service strategies for maintaining business sustainability. In order to enhance customers’ experience organizations belonging to management sector business experts are intending to use mobile applications and other smart devices for reaching the doorstep of customers. More than half of the shoppers with the emergence of technology tend to use mobile applications while purchasing services and its products (Lu et al., 2014). Social media is effective enough in maintaining a proper communication between service providers and service users. Event spaces are configured with Wi-Fi connectivity with the help of which users can easily run their own devices. 360/3D picture enables the clients to design their specific events. On the other hand, by choosing SmartEP App the customers can choose their preferable decorations along with sitting arrangements. Therefore, numerous practitioners have showed their interest in raising this topic so that they can critically evaluate the positive impacts and the benefits of using smart devices within event management services (Ashley and Tuten, 2015). The business experts have to face immense challenges while selecting the proper technological challenges. With the help of this specific capstone project the researcher has critically evaluated effectiveness of implementing advanced technology in event management sector.

The project is endowed with enough scope of evaluating the impact of smart devices to enhance customers’ experience in event management sector. By using appropriate research methodology the researcher has enough scope of gathering relevant data and information from different primary resources. At the same time, the project may have to face immense limitations while dealing with the participants. Communication is one of the most challenging factors due to which the researcher and the participants fail to interact with each other properly (Della Giustina and Rinaldi, 2015). However, by overcoming all barriers the study has enough opportunities in evaluating the proper digital channels and smart devices for enhancing business wings of event management sector.

• To critically understand the impact of smart devices to enhance customers’ experience in event management sector
• To identify proper digital channels and smart devices for enhancing business wings of event management sector
• To identify the challenges that event management sector is facing in using proper technological channels for drawing customers’ attention

• What is the impact of smart devices to enhance customers’ experience in event management sector?
• How to identify proper digital channels and smart devices for enhancing business wings of event management sector?
• What are the challenges that event management sector is facing in using proper technological channels for drawing customers’ attention?

H0: Smart devices have no significant impact on enhancing customers’ experience in event management sector

H1: Smart devices have significant impact on enhancing customers’ experience in event management sector 

One of the most significant motivations that I can gather from this project is being a successful entrepreneur by using advanced technology and smart devices. In order to run the entire process of business in the international level the business experts should render advanced technology to grab global customers’ attention (Shin, 2017). Especially, event management sectors are improving their widespread wings in different geographical boundaries by enhancing customers’ experience through smart devices. This specific project has motivated me on how to expand business process of event management with the help of mobile applications and other smart devices.

Project Scope

Event customers before purchasing the services need to have clear overview about event space, its decoration, necessary facilities and benefits. Therefore, use of advanced technology and, mobile application, email presentation or other smart devices helps the customers to get an overview about the organizational services by sitting at their own place (Pahlavan, Krishnamurthy and Geng, 2015). Therefore, Events Protocol has decided to render advanced technology within their services so that they can easily reach the customers from various geographical boundaries. It has enabled target customers to pre-order the products as well as services, suggest their own design and provide immediate feedback regarding the venues, decorations, transport facilities and other benefits.

Literature review represents a critical evaluation about a particular topic that can involve the opinion of several conspicuous scholars. The impact of smart devices to enhance customers’ experience in event management sector is the primary concern of this literature review. A specific group of people believe that smart devices and advanced technology is not efficient enough in enhancing the attention of customers from different age group. Middle aged customers are not very accustomed in operating advanced technology. It is therefore very much difficult for them to get detailed overview about the products and services. On the other hand, other group of people have firmly denied this concept.

As per the opinion of those people advanced technology helps to spread out the business process in a globalized way. Consequently, the business experts can easily draw the attention of global customers after using new technology and smart devices. However, this literature review has make in-depth critical analysis based on thirty critical journal articles and books. After identifying the research issue the author has evaluated its impact of smart devices to enhance customers’ experience in event management sector from different point of views.  

Porter and Heppelmann (2015) opined that technologically digitalization signifies the process of converting printed text into binary signals using some kind of scanning device that enables the result to be displayed on a computer screen. In current business scenario, customers belong to various geographical boundaries. Therefore, printed version is effective to draw the attention of traditional customers. Event management sector is gradually flourishing its wings beyond going regional boundaries. Therefore, traditional channels are not effective enough in grabbing the attention of global customers. On the other hand, consumers’ purchasing behaviour is the study of individual that deal with the psychology of customers before purchasing a brand. However, in the initial business scenario event management sector was not very accustomed with digitalization. Shin (2015) opined that customers had to communicate with the service providers directly in order to get detailed information about the brands and services. However, the emergence of digitalization has enabled the customers in directly communicating with the service providers by using technological advancement. As a result, customers belonging to different geographical boundaries and attitudes can easily use the services in the realm of digitalization. As per the opinion of Gretzel et al. (2015) advanced technology has emerged immense change in increasing the range of target customers beyond going UK market.

Projective objective

Today’s technology and e-commerce business method is effective enough in enhancing the entire process of business in multinational countries. Jara, Parra and Skarmeta (2014) stated that today’s latest technology is no more dependent on high configured devices like computers, laptops and so on. Purchasers by using a Smartphone can easily deal with different applications to get in-depth knowledge on event management services. The use of virtual animations can give an overview on how event management sectors are going to deliver their services. After viewing the entire clips the target customers can provide their necessary feedback. While providing feedback also, the customers can use smart devices. Hashem et al. (2016) opined that by sitting at their own workplace the customers are flexible to make their point of view whether the service is useful for them or not. Based on the feedback received from customers the service providers tend to reform their business strategy and policy.

After the emergence of smart devices the customers’ navigation process has become very much easier. Some of the mobile applications that is used for event management services include webMobi, Boomset, Dropbox, Social reminders, Simple Soiree and so on. Especially in the event management sector the customers do not have to be dependent on customers’ providers’ feedback about necessary update of product and service despatch. Yaqoob et al. (2017) emphasized that tracking update is available on the application setting from where customers can get time to time update about the way of service process.  If the customers’ are not satisfied enough in the way of progress, the individual is flexible to make instant comment on the feedback section. The message is immediately delivered to customer control room based on which service providers get the scope to communicate with the customers directly for knowing their needs and demands. This specific method has reduced the lack of communication immensely between a service provider and service user.  

As commented by Lee and Lee (2015) positive comments and testimonials can be shared on social media. As a result, business experts of event management sector can promote their services by highlighting the appreciation of customers. This kind of promotional strategy is very much effective for both the service users and service providers. On one hand, new customers can get an understanding and knowledge about the brand image and identity. On the other hand, service providers get the scope in introducing their brands to the doorstep of new customers. Shrouf, Ordieres and Miragliotta (2014) stated that the entire method can be available on Smartphone devices. As a result, customers do not have to go anywhere for collecting and enhancing their purchasing behaviour and experience.

Literature Review

Digitalisation within event management sector has immense positive impacts in increasing customers’ experience. Top notch user experience is the primary objective of every business organization. Ortiz et al. (2014) opined that digitalization enables to engage customers within business services enormously. Customers in order to provide their feedback regarding the product or services use do not have to visit the organization directly. Advancement of technology enables the customers in interacting with the service providers directly. As a result, the relation between service providers and service users is very much professional and effective.

Technology push with the amalgamation of digitalization can easily grab the attention of people belonging to different geographical boundaries. As a result, the number of target customers is increased automatically. Shin (2014) stated that the brands and services can expand their entire business wings in the international market. Customers from various cultural backgrounds and attitudes show their response regarding product variety and reliability. Organizations get the scope of rendering product diversity.

The most positive impact of rendering smart devices within business process is economic benefits. Moreno-Munoz et al. (2016) opined that people have disbelief that running business by using digitalization is very much cost effective. This concept is out an out wrong. Traditional promotional method is more cost effective than social promotional methods. On the other hand, customers get detailed information about products and its services without going anywhere. Therefore, the entire transportation cost becomes free. Thus, digitalization is low cost effective for both customers and the organization.

It has also been observed that rural areas always get neglected from being informed about current product facility due to low promotional campaign. Shin (2014) stated that business experts especially belonging to event management sector have to face challenges in conveying their business agenda to rural customers due to systematic transpiration system. Consequently, event management business was very much restricted within the customers of urban areas. The emergence of smart devices and new media has involved rural customers as well in purchasing the services. Shin (2015) opined that internet connectivity enables rural customers in getting detailed overview about the products and services of event managers. As a result, they show their level of interest in making their family party or wedding ceremony under the supervision of event management team. Ultimately, the sector is getting huge number of target customers for enhancing entire business process.     

It is undeniable that digitalisation within event management sector has immense positive impacts in increasing customers’ experience. At the same time, implementing digital technology within business process is a big challenge that the organizations belonging to event management sector have to face. Cook (2014) opined that the service providers have to face both internal and external challenges. A specific business sector is constituted with numerous senior employees who may not be accustomed with the updated digitalised technological advancements. As a result, after implementing digitalization those employees have to face innumerable challenges in operating sudden technical barrier. Godey et al. (2016) without the assistance of a professional IT expert the business employees have to face immense challenges in controlling advanced technological processes.

Research Question

Van Nest et al. (2015) Economic challenge is one of the major issues due to which organizations fail to hire IT expert within services. In order to enhance technological skills and competencies of the employees the organization has to invest huge amount of money which is not easier for the business investors. Moreover, the organization after implementing digitalisation within event management has to face external challenges as well. The target customers are from various age groups. Geum, Jeon and Lee (2016) opined that advanced technology and smart devices are flexible enough for young generation only. Customers belonging to Middle Ages and old ages are not very comfortable in using advanced technology or Smartphones. As a result, they get deprived of receiving product and service details when the organization becomes entirely dependent on advanced technology.

On the other hand, business experts fail to choose right digital channels as the source of communication with the target customers. Parveen, Jaafar and Ainin (2015) opined that large number of event management setup prefers to use facebook and instagram as a source of their promotional tools. It is undeniable that facebook or instagram is not effective enough in giving proper audio and visual effects to the customers. Thakur (2016) stated that in this kind of situation, people show their reluctant attitude in concentrating on the visual clips available on facebook or instagram pages. Due to the lack of proper channel selection the organizers have to face immense challenges in conveying their messages to the target customers. Hoffman and Novak (2015) opined that Youtube videos are very much effective in grabbing customers’ attention from different educational and psychological backgrounds as well as attitudes.

Liang et al. (2015) opined that some of the most significant ways of improving the challenges of implementing appropriate digital technology channels in event management sector are as follows. Providing effective training and development session to the employees for enhancing technological skills and competency is one of the most effective ways of overcoming challenges. Shin (2017) commented that the business experts would have to invest sufficient amount of money for hiring a technology expert who would be able to enhancing technological efficacy of employees. This specific technological efficacy would be helpful for the employees in overcoming sudden technological barriers as well. Moreover, the organization would not have to implement any IT experts for supporting human resources. It would become an economic benefit for the company as well.

Research Hypothesis

In order to draw the attention of different age group of people the service providers can select appropriate media platforms and technology for drawing large group of people. As per the opinion of Della Giustina and Rinaldi (2015) visual promotional campaign would not be effective for those customers who have limited education background. In this kind of situation, the business experts can implement audio visual promotional method based on which customers can enjoy a visual treat before purchasing the products and using services. Kirá?ová and Pavlí?eka (2015) stated that uploading of 360 video on Youtube is also very effective  

The study by following numerous eminent scholars has provided detailed overview on how smart devices enable the customers in enhancing their purchasing experience. The author has stated that traditional channels are not effective enough in grabbing the attention of global customers. On the other hand, consumers’ purchasing behaviour is the study of individual that deal with the psychology of customers before purchasing a brand. Advanced technology has emerged immense change in increasing the range of target customers beyond going UK market. The use of virtual animations can give an overview on how event management sectors are going to deliver their services. After viewing the entire clips the target customers can provide their necessary feedback. Especially in the event management sector the customers do not have to be dependent on customers’ providers’ feedback about necessary update of product and service despatch. The entire method can be available on Smartphone devices. As a result, customers do not have to go anywhere for collecting and enhancing their purchasing behaviour and experience.

Still the study is not devoid of some of its major limitations. The author has not used any consumer purchasing behaviour theory to critically analyze on how customers’ behaviour is significant in creating brand image and reputation. Moreover while discussing the impact of smart devices in enhancing customers’ experience, the author has not focused in making critical evaluation. Therefore, the entire argumentation is presented from the perspective of one point of view. Critical argumentation could have been depicted in this literature review more effectively.  

Research methodology, one of the most significant processes of entire research work is all about on how the researcher finds the result of research issue by using different methodological tools (Novikov and Novikov, 2013). While conducting a project and evaluating its data and information the researcher has to collect numerous information from different reliable and valid resources. Research methodology enables one in conducting the entire project successfully and finds out its research objectives. In this very specific study, research methods are used for evaluating appropriate data regarding the importance of digitalization in enhancing the customers’ experience of event management sector (Mary Converse, 2012). With the help of appropriate research philosophy, approach, design and data collection method the entire project is conducted by making an ultimate conclusion.

Research Motivation

Research design is the method of integrating different components of study in a coherent way. After identifying the research problem the study focuses on designing the methods by using different philosophy and approaches (Coleman, 2013). Research philosophy is the systematic method of gathering information based on different psychological approaches. Research philosophy is constituted with two major types including positivism research philosophy, realism and interpretivism. Positivism philosophy is out an out dependent on the keen observation of researcher about different case studies of research issue. With the help of repeated observation data is collected and evaluated in positivism philosophy.

Interpretivism research philosophy implies on how the researcher interpret collected data and information after getting proper evidence of the research issue. In this very specific research philosophy the data collector get the chance of interpreting information from different point of view (Håkansson, 2013). Realism research philosophy is the combination two major components that are positivism and interpretivism. In realism the researcher after making keen observation of the research issue tends to interpret its essence from various perspectives. In this very specific study positivism philosophy is used for making in-depth observation about the research issue (van Wyk, 2012). In order to come into a conclusion about research result observation is highly important rather than being dependent on evidence only.

Research approach is the systematic approach of evaluating the collected data based on the practical theories be it existing or new. Research approach is of two major types including deductive approach and inductive approach (Tracy, 2012). Deductive approach evaluates data based on existing theories already analyzed in the literature review section. On the other hand, inductive approach analyzes data by adopting new theories within business process. In this very specific study the researcher has used deductive approach based on which existing theories are evaluated based on digitalisation and consumers’ purchasing behaviour. Moreover, research design is constituted with three major types including descriptive research design, exploratory research design and explanatory research design (Collis and Hussey, 2013). Descriptive research design helps the researcher in interpreting the research issue from different point of views. In this specific research design the researcher does not get the chance of exploring new data from various case studies. In this very specific study descriptive research design is used in order to present gathered data from numerous point of views.

Sampling technique is the process of acquiring appropriate data from specific group of people amidst large number of population. Sampling technique is constituted with two major types including probability sampling technique and non-probability sampling technique (Palinkas et al., 2015). Probability sampling technique follows random data collection method. On the other hand, non-probability sampling method involves the participants in collecting data from specific group of people who are directly associated with research issue. In this very specific project, non-probability sampling technique is used for involving limited number of customers only experienced with event management sector. In addition, non-probability sampling method is effective enough in gathering reliable and valid data (Smith, 2015). In this project total 45 non-probability sampling size is collected for making data analysis successfully.

Business Case

Data collection is the systematic procedure of gathering suitable information from different resources. Data collection procedure is constituted with two major types that include primary source of data collection method and secondary source of data collection methods (Wahyuni, 2012). Primary source of data collection technique involves the participants in providing necessary responses immediately. As a result, the researcher does not have to wait for a long time in acquiring knowledge about the research issue. On the other hand, secondary source of data collection technique involves in gathering data from numerous journals, websites, magazines, news articles, books, online sources and so on (Zikmund et al., 2013). In secondary source of data collection technique data collection process gets delayed as the researcher has to depend on the sources provided on behalf of scholars.

In this very specific study, the researcher has used primary source of data collection technique for collection data from the customers directly. Amongst qualitative and quantitative data collection method the researcher has used quantitative form of data collection method. By conducting survey procedure the researcher has selected 45 customers who have taken the services of digitalization in management sector. The respondents who have been involved in this very specific survey method have already used smart devices while using the services of Protocol Limited.

Data analysis method is the systematic way of finding the result of research issue by using appropriate analytical tools. In order to maintain accuracy of data the researcher has used different statistical tools. In this very specific study data is represented by using central tendencies (Levy and Lemeshow, 2013). By evaluating mean, median and mode along with standard deviation necessary data is analyzed for showing the response of participants. In order to prove research hypothesis a regression analysis is also conducted. This very research issue is based on two proper research variables. With the help of proper hypothesis test null hypothesis is proved as negative.  

In order to conduct the entire research successfully every researcher has to follow proper ethics, values and regulations (Etikan, Musa and Alkassim, 2016). This specific capstone project is not exceptional to that. While conducting the entire research, the researcher has not showed any biasness towards respondents. Both male and female customers are provided equal priority and response at the time of gathering data. In addition, the researcher has not forced any participants for providing information. The spontaneous response of the participants is gladly accepted. Moreover, it is undeniable that the researcher has thoroughly maintained appropriate acts and regulations at the time of data collection. Data protection act ensures that the research would have to maintain security of collected data (Terrell, 2012). It should not be leaked out without getting the permission from the third person in front of third party. Moreover, anti-discrimination act, right to information act, gender equality act is followed throughout the entire capstone project.

Despite having systematic research work with appropriate data and information the project is not devoid of some of its major limitations (Bryman and Bell, 2015). The researcher has used positivism research philosophy instead of using post positivism. Post positivism research philosophy is based on evidence with keen observation. On the other hand, positivism research philosophy is only dependent on observation not on the proper evidence. It has also been observed that the researcher has used 45 respondents only. In order to gather sufficient data and information the researcher could have used large number of respondents for collecting more information from primary resources. At the same time, it has also been identified that the researcher has used survey method only while collecting data. Along with conducting survey the researcher could have focused on evaluating information based on qualitative research work as well. Qualitative research work helps the researcher in interacting with the respondents interpersonally for evaluating research issue from different perspectives.

A scheduled time-frame is given in order to highlight the activities of entire research process.

Main activities/ stages	1st-2nd Week	3rd- 4th Week	5th- 6th Week	7th-8th Week	9th- 10th Week	11th- 12th Week
Topic Selection
Data collection from secondary sources
Framing layout of the research
Literature review
Formation of the research Plan
Selection of the Appropriate Research Techniques
Primary data collection
Analysis & Interpretation of Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work

Table: Time-frame of the entire research plan

(Source: As created by the author)

Regression analysis is conducted to identify the degree of association between the dependent and the independent variable.  In this current study, the independent variable in consumer experience and the dependent variable is smart technology. Multiple R defines the correlation between the variable sand in this study the value of multiple R is 0.92693203 which is almost close to 1. This shows that there is perfectly positive relationship between smart technology and consumer experience. This means that with increase in effective use of smart technology consumer experience will also increase. R squared determines the goodness of fit and the explaining capability of the model and the independent variable. The value of R² is 0.859202989 which is greater than 0.8 and this means that goodness of fit of the model is high and majority of the data points will lie within the regression line. Moreover, this means that the independent variable has been able to explain the characteristics of the dependent variable by 85.92 and there is randomness of almost 14% as it is difficult to predict human behavior.

The F value in the study is 6.43908E-20, which is less than 0.05 so the results are significant. The null hypothesis has been rejected and the alternative hypothesis has been accepted. The study shows that the data points are closely packed together and the result is significant. Therefore, it can be concluded that smart technology is essential for improving the experiences of the consumers. The findings have highlighted that consumer engagement can be increased highly by using smart technologies and the recent trend shows that the consumer prefer using smart technologies. Therefore, from the perspective of the organization, they will have to incorporate an effective strategy for incorporating smart technology use. They will have to restructure their offerings so that it can be oriented towards smart technology usage.

10 friends associated with event management industry are interviewed for making Qualitative data collection technique. Structured interview is conducted based on which the researcher has pre-planned their questions.

Question 1: What are the challenges you are facing in using the services from Event Protocol?

In this very specific question five respondents have agreed with the same context. It is observed that five respondents are from different geographical backgrounds and attitudes but they have given the similar response. It is observed that most of the people are not very advanced with the emerging technology. Therefore, being unable to operate advanced technology the customers are unable to use smart devices for getting constant update about products and services. As a result, smart devices are unable to create an impression on enhancing customers’ experiences.

Rest of the five respondents have provided another point of view by highlighting the fact that due to any kind of technological barrier the organization faces challenges in delivering effective services to the customers. Service users on the other hand, tend to show their reluctant attitude in using their services.

Question 2: Do you believe that smart devices can enhance customers’ experience in event management sector?

In this very specific question more than 50% of the respondents have agreed the fact that smart devices can enhance customers’ experience in event management sector. With the help of smart devices customers by sitting at their own place get detailed overview about the products and services of event management sector. As a result, both the service providers and the service users can communicate effectively regarding services.

40% of the employee has differed the previous opinion. They have highlighted the fact that customers need to know on how to use smart devices based on which they can get an overview about service and products. Middle aged customers are not comfortable in operating applications within their Smartphone devices. However, majority of the participants have provided positive response.

Question 3: Do you think Events Protocol is able to choose right digital channels for expanding their event management business.

In this very specific question 7 respondents have agreed in the similar response. They have stated that Events Protocol is unable to choose right digital channels for expanding their event management business. The business experts are very much dependent on Facebook and Instagram for grabbing the attention of people from different geographical boundaries. Events Protocol should be more liberal while selecting social media channels. As per the point of view of these respondents the organization should be dependent on audio-visual effects as well based on which they can draw the attention of people from uneducated backgrounds.

Rest 3 of the respondents believe that Events Protocol has used 360 video application with the help of which customers can get detailed overview about the services. They can go through the spots by viewing this video. Based on the feedback collected from the respondents it can be concluded that Events Protocol could have improved their decision while choosing digital channels for event management sector.

Conclusion and recommendations

Conclusion:

 The study has provided deep insight about the importance of smart devices in event management sector for gathering customers’ response. Events Protocol is an event management start up established in London. It aims to draw customers’ attention by using mobile and other smart devices. The primary aim of event management companies like Events Protocol is to conduct entire event successfully on behalf of the clients. From selecting venues to providing transport facilities the entire responsibility goes to the event management business authority. The project has highlighted that the service providers can reach the mind of large number of customers beyond going their regional market. As a result, the business experts can easily increase the experience of target customers.

It is evaluated that more than half of the shoppers with the emergence of technology tend to use mobile applications while purchasing services and its products (Wahyuni, 2012). It is undeniable that the project is endowed with enough scope of evaluating the impact of smart devices to enhance customers’ experience in event management sector. The primary goal of this is to critically understand the impact of smart devices to enhance customers’ experience in event management sector. The primary hypothesis of this capstone project is to prove smart devices have significant impact on enhancing customers’ experience in event management sector.  

This specific project has motivated me on how to expand business process of event management with the help of mobile applications and other smart devices. As a result, customers did not get enough scope of getting detailed overview about the products. The impact of smart devices to enhance customers’ experience in event management sector is the primary concern of this literature review (Adamopoulos and Todri, 2015). At the initial business scenario event management sector was not very accustomed with digitalization. Today’s latest technology is not dependent on high configured devices like computers, laptops and so on. Purchasers by using a Smartphone can easily deal with different applications to get in-depth knowledge on event management services.

It is said that if the customers’ are not satisfied enough in the way of progress, the individual is flexible to make instant comment on the feedback section. The emergence of smart devices and new media has involved rural customers as well in purchasing the services. Economic challenge is one of the major issues due to which organizations fail to hire IT expert within services (Zhang, Brackbill and Centola, 2015). Due to the lack of proper channel selection the organizers have to face immense challenges in conveying their messages to the target customers. The business experts would have to invest sufficient amount of money for hiring a technology expert.  

The study has stated regarding research methodology that with the help of appropriate research philosophy, approach, design and data collection method the entire project is conducted by making an ultimate conclusion. In this very specific study descriptive research design is used in order to present gathered data from numerous point of views. In this project total 45 non-probability sampling size is collected for making data analysis successfully. By conducting survey procedure the researcher has selected 45 customers who have taken the services of digitalization in management sector.  While conducting the entire research, the researcher has not showed any biasness towards respondents. Along with conducting survey the researcher could have focused on evaluating information based on qualitative research work as well. In order to prove research hypothesis the study has conducted regression analysis based on two major variables.

Objective 1:

To critically understand the impact of smart devices to enhance customers’ experience in event management sector

This specific objective is linked with question number 4 that is “how far do you agree that smart technology plays a crucial role in managing the overall event”. Majority of the person has agreed the fact that smart devices plays significant role in influencing customers’ consuming behaviour.

Objective 2:

To identify proper digital channels and smart devices for enhancing business wings of event management sector

This specific objective is linked while making empirical research on the literature review part. In this very specific chapter the author has given clear overview why suitable channel is necessary for grabbing customers’ attention.

Objective 3:

To identify the challenges that event management sector is facing in using proper technological channels for drawing customers’ attention

This specific objective is linked with literature review part where the author has given in-depth overview on how business experts have to face immense challenges in implementing proper technological channels and smart devices within the business of event management sector. The study has highlighted the most effective ways of overcoming the challenges as well. As a result, the organization can easily reduce the risk factors.

After evaluating the entire study, some of the most effective recommendations can be provided:

• Events Protocol should improve the quality of their human resources so that they can easily handle technologies and smart devices
• Events Protocol should target those customers who are accustomed with handling smart devices
• Events Protocol should focus on audio-visual promotional strategies to drag the attention of large number of customers
• The study could have focused to make an interview session with Events Protocol supervisors in order to know their obstacles

The entire capstone project is conducted by maintaining a proper ethical consideration along with its value. Still the study is not devoid of some of its major limitations. Therefore, the research method is yet to improve in future. The entire time schedule could be extended more effectively. The researcher could have collected more data and information. On the other hand, the researcher can concentrate on making qualitative data analysis as well for communicating with the supervisors of the organization. In addition, the data would have to be gathered more organized way.

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