dc.contributor	Jakubíková Dagmar, doc. Ing. Ph.D.;Tetřevová Liběna, doc. Ing. Ph.D. : 68655;68654
dc.contributor.advisor
dc.contributor.author	Cheraghalizadeh, Romina
dc.contributor.other	Dědková Jaroslava, doc. PhDr. Ing. Ph.D. Skolitel : 54802
dc.date.accessioned	2022-12-20T04:40:51Z
dc.date.available	2022-12-20T04:40:51Z
dc.date.committed	2022-9-16
dc.date.defense	2022-11-25
dc.date.submitted	2018-10-31
dc.date.updated	2022-12-5
dc.degree.level	Ph.D.
dc.description.abstract	Customer 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.	cs
dc.description.abstract	Customer 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.	en
dc.description.mark	S
dc.format	163
dc.format.extent	-
dc.identifier.signature	D 202200100
dc.identifier.uri	https://dspace.tul.cz/handle/15240/166818
dc.language.iso	an
dc.relation.isbasedon
dc.rights	Vysokoškolská závěrečná práce je autorské dílo chráněné dle zákona č. 121/2000 Sb., autorský zákon, ve znění pozdějších předpisů. Je možné pořizovat z něj na své náklady a pro svoji osobní potřebu výpisy, opisy a rozmnoženiny. Jeho využití musí být v souladu s autorským zákonem https://www.mkcr.cz/assets/autorske-pravo/01-3982006.pdf a citační etikou https://knihovna.tul.cz/document/26	cs
dc.rights	A university thesis is a work protected by the Copyright Act. Extracts, copies and transcripts of the thesis are allowed for personal use only and at one?s own expense. The use of thesis should be in compliance with the Copyright Act. https://www.mkcr.cz/assets/autorske-pravo/01-3982006.pdf and the citation ethics https://knihovna.tul.cz/document/26	en
dc.rights.uri	https://knihovna.tul.cz/document/26
dc.rights.uri	https://www.mkcr.cz/assets/autorske-pravo/01-3982006.pdf
dc.subject	Commitment	cs
dc.subject	Cross-buying	cs
dc.subject	Defection	cs
dc.subject	Engagement	cs
dc.subject	Motivation	cs
dc.subject	Social media marketing	cs
dc.subject	Word of mouth	cs
dc.subject	Commitment	en
dc.subject	Cross-buying	en
dc.subject	Defection	en
dc.subject	Engagement	en
dc.subject	Motivation	en
dc.subject	Social media marketing	en
dc.subject	Word of mouth	en
dc.title	The effect of Social Media Marketing on Customer Relationships	cs
dc.title	The Effect of Social Media Marketing on Customer Relationships	en
dc.title.alternative	- -	cs
dc.type	disertační práce	cs
local.degree.abbreviation	Doktorský
local.degree.discipline	REPA
local.degree.programme	Economics and Management
local.degree.programmeabbreviation	P6208
local.department.abbreviation	KMG
local.faculty	Ekonomická fakulta	cs
local.faculty.abbreviation	FE
local.identifier.author	E18000634
local.identifier.stag	44531
local.identifier.verbis
local.identifier.verbis	5f90e04a-439f-4bb6-af45-0ebd2d92d0ff
local.note.administrators	automat
local.note.secrecy	Povoleno ZverejnitPraci Povoleno ZverejnitPosudky
local.poradovecislo	100

The effect of Social Media Marketing on Customer Relationships

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