Determine How the Hotel Industry Can Utilise Social Media to Enhance Customer Loyalty (2015)

Enhance Customer Loyalty Through Social Media Dissertation – With the introduction of web 2.0, the internet has developed to a place where interactive platforms can be developed. From websites, to mobile optimized sites and the birth of social media; firms can now interact easily with their customers across multiple channels. Through this interaction, firms can get to understand their customers better than before.

These innovations can create a positive customer experience for firms looking for higher margins, brand loyalty and competitive edge. These various social media platforms include YouTube, Facebook, Twitter, Instagram, Pinterest, Path, Google+ and Blogs. With social media as a tool for communicating messages, information and content, companies can utilise this channel as a means to differentiate themselves from competitors by engaging with customers. Many academics have noted that social media has changed the way companies carry out marketing and business decisions, particularly, the role it plays in the success of brands.

Various researches has been carried out on loyalty over the years with regards to brand loyalty and customer loyalty, however, little is known on how social media can be used to improve customer loyalty. The purpose of this research is to understand how the hotel industry can utilize social media to enhance customer loyalty. This research would look at how social media can be used to enhance customer loyalty in order to come to a conclusion to show the importance of social media in today’s businesses.

Research Objectives

• The objectives of the research are to understand the variables that can help enhance customer loyalty using social media:
• To review preceding research regarding customer loyalty and social media
• To understand how social media can be used to improve customer loyalty
• To make managerial recommendations on how hotel companies can utilize social media to enhance customer loyalty

• 14,000 words – 52 pages in length
• Excellent use of literature
• Excellent analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1: Introduction
Background of the Research
Research Rationale
Research Objectives
Research Problem
Research Significance
Dissertation Structure

2: Literature Review
Customer Loyalty
Factors That Can Influence Customer Loyalty
Trust
Satisfaction
Phases of Customer Loyalty
Cognitive Phase
Affective Phase
Conative Phase
Action Loyalty Phase
Fortitude
Social Media
Customer Engagement on Social Media

3: Research Methodology
Research Purpose
Research Aims and Objectives
Research Philosophy
Pragmatism
Positivism
Realism
Interpretivism
Research Approaches
Research Strategies
Research Design
Quantitative Research
Qualitative Research
Mixed Methods
Sampling Procedure and Recruitment of Participants
Data Collection Methods
Research Instrument
Questionnaire
Method of Data Analysis
Time Horizon
Reliability and Validity
Ethical Consideration

4: Results, Analysis and Discussion
Respondent characteristics
Understanding Social Media Usage to Enhance Customer Loyalty In Relation to the Hotel Industry
Trust
Satisfaction
Customer Loyalty
Customer Engagement on Building Customer Loyalty
Discussion of Findings

5 Recommendations, Limitations and Conclusion
Managerial Recommendations
Limitations of the Study
Conclusion

References

Appendix
Questionnaire