Explaining the performance of customer communication in the context of social media in the hotel industry (Case study: Persian Azadi Hotel of Ramsar)

Document Type : Research Paper

Authors

1 Associate Professor, Department of Tourism, Mazandaran University,

2 MSc. In Business Administration, Mazandaran, Iran

3 PhD Student of Strategic Management, Department of Management and Economics, Tarbiat Modares University, Tehran, Iran.

Abstract

Context and Purpose: With the advent of social media technology and new marketing conditions, developing a strong relationship with customers has become more important. Customer relationship management is a business strategy based on relationship-oriented marketing as well as a business strategy with the approach of establishing long-term and sustainable relationships with customers according to their conditions and behavior patterns. The purpose of this research is to investigate the impact of using social media on the performance of social customer relationship management.
Design/methodology/approach: This study is correlational and descriptive research in terms of its practical purpose and method. The sampling method of the research is due to the limited size of the statistical population of the census, in which 171 questionnaires were distributed. The structural equation software (PLS) was used to check research hypotheses.
finding: The findings showed that customer-oriented management systems and auxiliary variables directly affect social customer relationship management capabilities. Social customer relationship management capabilities have a positive effect on customer relationship performance, but the effect of using social media technology on communication management capabilities with social clients is not confirmed.
Conclusion: The obtained results showed that the customer orientation management system has a positive effect on social customer relationship management capabilities, and also the researchers know customer relationship management and management insight related to the effectiveness of social media in the use of technology. Therefore, creating an effective social customer relationship management strategy (Social CRM) helps managers improve customer satisfaction and maintain long-term relationships with customers to achieve organizational goals. Therefore, creating and developing an efficient and effective social customer relationship management strategy should be one of the key goals for hotel managers. 
Originality/value: According to the review conducted in internal research, little research has been done in the field of Social CRM in the tourism and hotel industry. Therefore, in the current research, emphasizing this case, the auxiliary variables affecting the organization, including employee training, management support, and organization size, were examined to investigate customer communication capabilities on the performance of customer communication in the hotel industry.

Keywords

Main Subjects

References

Afaq, A., Gaur, L. and Singh, G. (2023), "Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry", International Journal of Contemporary Hospitality Management, Vol. 35 No. 3, pp. 992-1009. https://doi.org/10.1108/IJCHM-04-2022-0428
Al-Gasawneh, J. A., Anuar, M. M., Dacko-Pikiewicz, Z., & Saputra, J. (2021). The impact of customer relationship management dimensions on service quality. Polish Journal of Management Studies, 23(2), 24-41.
Assaker, G., Hallak, R., & El-Haddad, R. (2020). Consumer usage of online travel reviews: Expanding the unified theory of acceptance and use of technology 2 model. Journal of Vacation Marketing, 26(2), 149–165
adzie, K. Q., Dadzie, C. A., & Winston, E. M. (2019). The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework. Journal of African Business, 20(2), 206-223.
Alvarez-Milán, Agarzelim & Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Christian, 2018. "Strategic customer engagement marketing: A decision making framework," Journal of Business Research, Elsevier, vol. 92(C), pages 61-70.
Aldaihani, F. M. F., Ali, N. A. B., Hashim, H. B., & Kamal, N. (2020). Impact of social customer relationship management on customer retention of Islamic banks in Kuwait: The mediating role of customer empowerment. Int. J Sup. Chain. Mgt, 9(1), 330.
Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2), 1–21. https://doi.org/10.1080/12460125.2021.1881272.
Castillo, A., Benitez, J., Llorens, J., & Luo, X. (2021). Social media-driven customer engagementand movie performance: Theory and empirical evidence. Decision Support Systems, 145, 113516.doi:10.1016/j.dss.2021.113516
Chan, I. C. C., Fong, D. K. C., Law, R., & Fong, L. H. N. (2018). State-of-the-art social customer relationship management. Asia Pacific Journal of Tourism Research, 23(5), 423–436.
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: The integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149–176.
Dai, Y., & Wang, T. (2021). Prediction of customer engagement behaviour response to marketing postsbased on machine learning. Connection Science, 33(4), 891–910.
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management: Anintegrated conceptual framework. Journal of Hospitality Marketing & Management, 28(2), 172–188.
Dew, R., Russell, B., Allen, C., & Bej, G. (2021). Lean CX: How to Differentiate at Low Cost and LeastRisk. De Gruyter.
Diffley, S., McCole, P., & Carvajal-Trujillo, E. (2018). Examining social customer relationship management among Irish hotels. International Journal of Contemporary Hospitality Management, 30(2), 1072–1091.
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104,563–575.
Garrido-Moreno, A., García-Morales, V. J., Lockett, N., & King, S. (2018). The missing link: Creating value with Social Media use in hotels. International Journal of Hospitality Management, 75, 94–104.
Harrigan, P., Miles, M. P., Fang, Y., & Roy, S. K. (2020). The role of social media in the engagement and information processes of social CRM. International Journal of Information Management, 54, Article 102151. https://doi.org/10.1016/j. ijinfomgt.2020.102151.
Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
Ho, C.-I., Chen, M.-C., & Shih, Y.-W. (2021). Customer engagement behaviours in a social mediacontext revisited: Using both the formative measurement model and text mining techniques. Journal ofMarketing Management, 1–31.
Homburg, C., Jozić, D. & Kuehnl, C. Customer experience management: toward implementing an evolving marketing concept. J. of the Acad. Mark. Sci. 45, 377–401 (2017).
Itani, O. S., Krush, M. T., Agnihotri, R., & Trainor, K. J. (2020). Social media and customer relationship management technologies: Influencing buyer-seller information exchanges. Industrial Marketing Management, 90, 264–275.
Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005).The role of relational information processes and technology use in customer relationship management.Journal of Marketing, 69(4), 177–192.
Kasemsap, K. (2019). Facilitating customer relationship management in modern business. In Advanced methodologies and technologies in digital marketing and entrepreneurship (pp. 44–56). IGI Global. doi:10.4018/978-1-5225-7766-9.ch004.
Mutimukwe, C., Kolkowska, E., & Grönlund, Å. (2020). Information privacy in e-service: Effect of organizational privacy assurances on individual privacy concerns, perceptions, trust and self-disclosure behavior. Government Information Quarterly, 37(1), 101413. doi:10.1016/j.giq.2019.101413.
Lee, M., Hong, J. H., Chung, S., & Back, K.-J. (2020). Exploring the Roles of DMO’s Social MediaEfforts and Information Richness on Customer Engagement: Empirical Analysis on Facebook EventPages. Journal of Travel Research, 60(3), 670–686.
Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1),51–70.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280.
Migdadi, M. M. (2021). Knowledge management, customer relationship management and innovation capa-bilities. Journal of Business and Industrial Marketing, 36(1), 111–124.
Nedra, B. A., Hadhri, W., & Mezrani, M. (2019). Determinants of customers’ intentions to use hedonic networks: The case of Instagram. Journal of Retailing and Consumer Services, 46, 21–32.
 Mohsenin, Sh; Esfidani, M. R. (2013). Structural equations based on partial least squares approach using Smart-PLS software, first edition, Tehran: Mehraban Kitab Publications. (in Persian)
Mohammadi, Mustafa. (2015). The attitude of tourism destination service providers towards the role of social media in tourism destination marketing in Ramsar city, Tourism Development Planning Quarterly, Volume 5, Number 19. (in Farsi)
Mohammadi, Mustafa; Asadi, Shokoufeh; Mirtaghian, Seyyed Mohammad (2022), Investigating the influencing factors on the perceived value of tourists in the beach hotels of Mazandaran province, Tourism development in Iran, supports and removal of obstacles, Iran, Rasht. (in Persian).
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 755-774.
Payne, A., & Frow, P. (2017). Relationship marketing: Looking backwards towards the future. Journal of Services Marketing, 31(1), 11–15.
Stoki´c, A., Stojanovi´c, D., Bogdanovi´c, Z., Despotovi´c-Zraki´c, M., & Radenkovi´c, B. (2018). Enhancing the customer relationship management in public libraries: Findings from three developing countries. Library Hi Tech. https://doi.org/10.1108/lht-07-2017-0138.
Ramkissoon, H., & Uysal, M. (2018). Authenticity as a value co-creator of tourism experiences. InCreating experience value in tourism (pp. 98-109).
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International business review, 4(4), 397–418.
Shi Si, Chen Yang, Chow Wing S. (2016), Key  values  driving  continued interaction on brand pages in social media :578–589.
So, K. K. F., Li, X., & Kim, H. (2019). A Decade of Customer Engagement Research in Hospitalityand Tourism: A Systematic Review and Research Agenda. Journal of Hospitality & Tourism Research (Washington, D.C.) , 44(2), 178–200.
Srivastava, M. and Sivaramakrishnan, S. (2021), "The impact of eWOM on consumer brand engagement", Marketing Intelligence & Planning, Vol. 39 No. 3, pp. 469-484.
Solakis, K., Peña-Vinces, J., & Lopez-Bonilla, J. M. (2022). Value co-creation and perceived value:A customer perspective in the hospitality context. European Research on Management and BusinessEconomics, 28(1), 100175.
Palmer, A. (2002). The evolution of an ide``a: An environmental explanation of relationship marketing. Journal of Relationship Marketing, 1(1), 79–94. Petrof, J. V. (1997). Relationship marketing: The wheel reinvented? Business Horizons, 40 (6), 26–32. Tang Li, CRM Hotel Management System and Intelligent Information Push Based on Bp Neural Network. Advances in Computer, Signals and Systems (2022) Vol. 6: 49-56. DOI: http://dx.doi.org/10.23977/acss.2022.060406 .
Trainor, K. J. (2012). Relating social media technologies to performance: A capabilities based perspective. Journal of Personal Selling and Sales Management, 32(3), 317–331.
van Asperen, M., de Rooij, P., & Dijkmans, C. (2018). Engagement-based loyalty: The effects of social media engagement on customer loyalty in the travel industry. International Journal of Hospitality & Tourism Administration, 19(1), 78–94.
Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
Wang, Z., & Kim, H. G. (2017). Can Social Media Marketing Improve Customer Relationship Capa-bilities and Firm Performance? Dynamic Capability Perspective. Journal of Interactive Marketing, 39,15–26.
Yang Yi. Research on customer relationship management strategy of budget tourism hotel [J]. Contemporary tourism,2021,19(05):57-5.
Journal of Tourism Planning and Development
Volume 12, Issue 46
November 2023
Pages 169-193

Files

Share

How to cite

Statistics