The importance of communication through social media in building clients satisfaction for hotel institutions
DOI:
https://doi.org/10.51599/is.2024.08.01.02Keywords:
communication, social media, client’s satisfaction, the chain Marriott International, uses & gratifications theory.Abstract
Purpose. This study aims to understand how to build a positive relationship between communication via social media and customer satisfaction for classified hotel establishments, with a particular focus on the Marriott International hotel chain. It explores the importance of extracting and analyzing the opinions of customers of the Marriott International hotel chain on social media platforms, identifying the most common positive and negative aspects in the evaluations of the mentioned hotel series.
Results. The results indicate that communication via social media has a positive impact on customer satisfaction, which in turn affects the performance of hotel establishments. Additionally, active interaction with customers and monitoring their electronic reviews on social media platforms assists in identifying areas for improvement and contributes to enhancing the hotel’s reputation, offering insights for hotel managers to improve customer service strategies.
Scientific novelty. To the best of the researchers’ knowledge and based on their review, the current study presents its novelty by encompassing all the hotels of the Marriott International chain for the year 2023. It demonstrates that most social media platforms utilized by these entities were explored, and user opinions were extracted and analyzed using tools such as Excel 2022 and Google Analytics. Additionally, the study incorporates the Uses and Gratifications Theory. It contributes to the existing literature by providing insights into how to effectively leverage social media to enhance customer experiences in the hospitality sector.
Practical value. The practical value of the study lies in highlighting the importance of utilizing and analyzing user reviews and ensuring the effective use of social media, as it serves as a reflective mirror for hotels. It has the potential to direct businesses in the hospitality sector to improve interactions with clients and increase satisfaction, as observed with the Marriott International hotel chain.
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