Social media, customers' experience, and hotel loyalty programs

In the last decade, hospitality companies have broadly adopted new technologies and social media tools for marketing purposes. One important application is the engagement with customers through a relationship approach. In this article, we focus on understanding how hotels employ these tools to boost...

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Bibliographic Details
Authors: Sánchez Casado, Noelia, Artal Tur, Andrés, Tomaseti Solano, Eva
Format: article
Status:Draft version
Publication Date:2019
Country:España
Institution:Universidad Politécnica de Cartagena(UPCT)
Repository:Repositorio Digital UPCT
OAI Identifier:oai:repositorio.upct.es:10317/13274
Online Access:http://hdl.handle.net/10317/13274
https://www.ingentaconnect.com/content/cog/ta/2019/00000024/00000001/art00004
Access Level:Open access
Keyword:Social media
Hospitality industry
Loyalty programs
Customer expertise
Overall satisfaction
Comercialización e Investigación de Mercados
5801.01 Medios Audiovisuales
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oai_identifier_str oai:repositorio.upct.es:10317/13274
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repository_id_str
spelling Social media, customers' experience, and hotel loyalty programsSánchez Casado, NoeliaArtal Tur, AndrésTomaseti Solano, EvaSocial mediaHospitality industryLoyalty programsCustomer expertiseOverall satisfactionComercialización e Investigación de Mercados5801.01 Medios AudiovisualesIn the last decade, hospitality companies have broadly adopted new technologies and social media tools for marketing purposes. One important application is the engagement with customers through a relationship approach. In this article, we focus on understanding how hotels employ these tools to boost their loyalty programs. First, we analyzed how the main Spanish hotel chains make use of social media in their marketing activities. In this stage, we employed information from the website and social media sites of hotel chains and their corresponding brands. Secondly, we tested for the influence of customers' experience on declared satisfaction with loyalty programs. By relying on questionnaire data, we tested for three main working hypotheses analyzing the interactions among benefits of hotel loyalty programs, customers' expertise with the hotel industry, and degree of satisfaction with those programs. The main results show that the degree of expertise of hotel customers clearly determines their level of satisfaction with loyalty programs. Managerial implications from the research remark on the effectiveness of social networks and the necessity of customizing the message according to the profile of the client to get higher impact of the campaigns.Cognizant Communication Corporation202420242019info:eu-repo/semantics/articleinfo:eu-repo/semantics/draftapplication/pdfapplication/pdfhttp://hdl.handle.net/10317/13274https://www.ingentaconnect.com/content/cog/ta/2019/00000024/00000001/art00004reponame:Repositorio Digital UPCTinstname:Universidad Politécnica de Cartagena(UPCT)InglésAtribución-NoComercial-SinDerivadas 3.0 Españahttp://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccessoai:repositorio.upct.es:10317/132742026-05-15T06:39:02Z
dc.title.none.fl_str_mv Social media, customers' experience, and hotel loyalty programs
title Social media, customers' experience, and hotel loyalty programs
spellingShingle Social media, customers' experience, and hotel loyalty programs
Sánchez Casado, Noelia
Social media
Hospitality industry
Loyalty programs
Customer expertise
Overall satisfaction
Comercialización e Investigación de Mercados
5801.01 Medios Audiovisuales
title_short Social media, customers' experience, and hotel loyalty programs
title_full Social media, customers' experience, and hotel loyalty programs
title_fullStr Social media, customers' experience, and hotel loyalty programs
title_full_unstemmed Social media, customers' experience, and hotel loyalty programs
title_sort Social media, customers' experience, and hotel loyalty programs
dc.creator.none.fl_str_mv Sánchez Casado, Noelia
Artal Tur, Andrés
Tomaseti Solano, Eva
author Sánchez Casado, Noelia
author_facet Sánchez Casado, Noelia
Artal Tur, Andrés
Tomaseti Solano, Eva
author_role author
author2 Artal Tur, Andrés
Tomaseti Solano, Eva
author2_role author
author
dc.subject.none.fl_str_mv Social media
Hospitality industry
Loyalty programs
Customer expertise
Overall satisfaction
Comercialización e Investigación de Mercados
5801.01 Medios Audiovisuales
topic Social media
Hospitality industry
Loyalty programs
Customer expertise
Overall satisfaction
Comercialización e Investigación de Mercados
5801.01 Medios Audiovisuales
description In the last decade, hospitality companies have broadly adopted new technologies and social media tools for marketing purposes. One important application is the engagement with customers through a relationship approach. In this article, we focus on understanding how hotels employ these tools to boost their loyalty programs. First, we analyzed how the main Spanish hotel chains make use of social media in their marketing activities. In this stage, we employed information from the website and social media sites of hotel chains and their corresponding brands. Secondly, we tested for the influence of customers' experience on declared satisfaction with loyalty programs. By relying on questionnaire data, we tested for three main working hypotheses analyzing the interactions among benefits of hotel loyalty programs, customers' expertise with the hotel industry, and degree of satisfaction with those programs. The main results show that the degree of expertise of hotel customers clearly determines their level of satisfaction with loyalty programs. Managerial implications from the research remark on the effectiveness of social networks and the necessity of customizing the message according to the profile of the client to get higher impact of the campaigns.
publishDate 2019
dc.date.none.fl_str_mv 2019
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/draft
format article
status_str draft
dc.identifier.none.fl_str_mv http://hdl.handle.net/10317/13274
https://www.ingentaconnect.com/content/cog/ta/2019/00000024/00000001/art00004
url http://hdl.handle.net/10317/13274
https://www.ingentaconnect.com/content/cog/ta/2019/00000024/00000001/art00004
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Atribución-NoComercial-SinDerivadas 3.0 España
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Atribución-NoComercial-SinDerivadas 3.0 España
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Cognizant Communication Corporation
publisher.none.fl_str_mv Cognizant Communication Corporation
dc.source.none.fl_str_mv reponame:Repositorio Digital UPCT
instname:Universidad Politécnica de Cartagena(UPCT)
instname_str Universidad Politécnica de Cartagena(UPCT)
reponame_str Repositorio Digital UPCT
collection Repositorio Digital UPCT
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,811543

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