Browsing by Author "Cheraghalizadeh, Romina"
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- ItemDO SERVICE QUALITY AND SOCIAL MEDIA MARKETING IMPROVE CUSTOMER RETENTION IN HOTELS? TESTING THE MEDIATION EFFECT(Technická Univerzita v Liberci, ) Cheraghalizadeh, Romina; Dědková, Jaroslava; Ekonomická fakultaCustomer retention is a critical factor in companies’ survival, and both service quality and social media are important means of retaining customers. However, despite this importance of these antecedents, only a few studies considered the effects of these factors in the hotel industry literature. With the application of social exchange theory, the current research aims to evaluate the effect of service quality and social media marketing on customer retention in hotels, and evaluates how customer satisfaction, brand awareness and brand image mediate this association. After pre-testing the questionnaire, data of this research was collected from 4- and 5-star hotel customers in various cities of the Czech Republic. Before testing the hypotheses, data have been tested in term of checking reliability and validity. Moreover, the probability of common-method bias was also tested in order to ensure there is no variation caused by study method or instrument. Testing the hypotheses was done using correlation and regression analysis afterwards. Findings of this research indicated that service quality and social media marketing improve customer satisfaction, brand awareness, and brand image. Moreover, customer satisfaction, brand awareness, and brand image are also antecedents of customer retention. Findings also confirmed that these three factors (customer satisfaction, brand awareness, and brand image) play the mediation roles between Service quality and revisit intention, and also between social media marketing and revisit intention. Results of this research showed the importance of both service quality and social media marketing in order to achieve better customer outcomes and encourage clients to revisit the hotel. The findings can provide important managerial and practical implications to the hotel industry.
- ItemThe effect of Social Media Marketing on Customer RelationshipsCheraghalizadeh, Romina; ; Dědková Jaroslava, doc. PhDr. Ing. Ph.D. Skolitel : 54802Customer behavior is crucial to a company's sustainability, and social media platforms are necessary for acquiring and retaining customers. Despite the relevance of these antecedents, limited studies in the hotel industry literature have looked at the effects of social media marketing on hotel outcomes. The current study uses the Social Exchange Theory the Uses and Gratifications Theory and Theory of Communication to understand the impact of social media marketing on hotel customer behavior. Therefore, the main objective of this study is to empirically evaluate whether there is a positive effect of social media in the formation of relationships with hotel customers in the Czech Republic (CZ). While most hospitality marketing research has focused the relationship between various marketing actions and different dimensions of research examining customer relationships as a multi-dimensional construct, this study used six variables proposed by Hyun and Perdue (2017) to examine customer relationships. Engagement, motivation, commitment, cross-buying, word of mouth, and defection are the six factors. Data for this study was obtained in two ways: from hotel customers and hotel managers. First, four and five-star hotel clients were triggered by application of questionnaire for data collection. To test the hypothesized relationship correlation and regression tests were conducted in this research. Moreover, data of this study also collected data from hoteliers point of view of four and five-star hotels in the Czech Republic. For this, the methods used to collect the data was interview. The findings of this study revealed the significance of social media marketing in improving customer relationships in the hotels. The results have significant theoretical and managerial implications for the hotel business.