Social customer relationship management in the hospitality industry

Research output: Contribution to journalArticleResearchpeer-review

Abstract

While research on the implementation of SCRM is trending in the manufacturing sector, there is scant research available on this phenomenon in the travel and tourism industry. The aim of this study is to examine how hotels could use social media tools for customer relationship management to increase business profitability. Semi-structured in-depth interviews were used to collect data from 20 senior managers in order to understand their perception on the social media marketing strategies used by respective hotels. Findings indicate that organisational culture readiness is an important factor to consider when implementing a social customer relationship management strategy. This study further explores the opportunities and challenges associated with the use of Trip Advisor and social networking sites. It contributes to marketing communication theory and from a practical perspective, it underscores how the co-creation of experiences on social media platforms can lead to business growth.
Original languageEnglish
Pages (from-to)1-14
Number of pages14
JournalJournal of Hospitality
Volume1
Issue number1
Publication statusPublished - 2019

Keywords

  • social customer relationship management
  • social media
  • hospitality industry
  • Trip Advisor
  • relationship marketing

Cite this

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title = "Social customer relationship management in the hospitality industry",
abstract = "While research on the implementation of SCRM is trending in the manufacturing sector, there is scant research available on this phenomenon in the travel and tourism industry. The aim of this study is to examine how hotels could use social media tools for customer relationship management to increase business profitability. Semi-structured in-depth interviews were used to collect data from 20 senior managers in order to understand their perception on the social media marketing strategies used by respective hotels. Findings indicate that organisational culture readiness is an important factor to consider when implementing a social customer relationship management strategy. This study further explores the opportunities and challenges associated with the use of Trip Advisor and social networking sites. It contributes to marketing communication theory and from a practical perspective, it underscores how the co-creation of experiences on social media platforms can lead to business growth.",
keywords = "social customer relationship management, social media, hospitality industry, Trip Advisor, relationship marketing",
author = "Senika Dewnarain and Haywantee Ramkissoon and Felix Mavondo",
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Social customer relationship management in the hospitality industry. / Dewnarain, Senika; Ramkissoon, Haywantee; Mavondo, Felix.

In: Journal of Hospitality, Vol. 1, No. 1, 2019, p. 1-14.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Social customer relationship management in the hospitality industry

AU - Dewnarain, Senika

AU - Ramkissoon, Haywantee

AU - Mavondo, Felix

PY - 2019

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AB - While research on the implementation of SCRM is trending in the manufacturing sector, there is scant research available on this phenomenon in the travel and tourism industry. The aim of this study is to examine how hotels could use social media tools for customer relationship management to increase business profitability. Semi-structured in-depth interviews were used to collect data from 20 senior managers in order to understand their perception on the social media marketing strategies used by respective hotels. Findings indicate that organisational culture readiness is an important factor to consider when implementing a social customer relationship management strategy. This study further explores the opportunities and challenges associated with the use of Trip Advisor and social networking sites. It contributes to marketing communication theory and from a practical perspective, it underscores how the co-creation of experiences on social media platforms can lead to business growth.

KW - social customer relationship management

KW - social media

KW - hospitality industry

KW - Trip Advisor

KW - relationship marketing

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JO - Journal of Hospitality

JF - Journal of Hospitality

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