Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry

Abstract

Purpose Social customer relationship management (SCRM) is an evolving strategy gaining prominence in the hotel industry by cultivating new, improved relationships through engaging customers on social media (SM) platforms. Accordingly, this study aims to assess the effect of SCRM on customer service and customer loyalty (CL) in the hotel industry. This study also explores the moderating effect of COVID-19 (EC) on the relationship between (customer engagement [CE] and improved customer service [ICS]) and (CE and trust [TR]). Design/methodology/approach This study develops and tests the SCRM model using structural equation modelling on a sample size of 214 responses. The questionnaire was administered online to the customers of five preselected global hotel chains. The criteria for selecting the participants were that they must have tweeted from their Twitter handle by using # (hashtag) hotel name to resolve any customer service issues. Findings Results denote that CE significantly impacts ICS. CE was also found to exert a substantial effect on TR. The moderating EC was also found to be significant, but the effect was weak. Although the customers were extensively impacted by the pandemic and were initially hesitant to visit hotels, SCRM proved to be a powerful tool to gain back customer trust (CT) and develop CL by upsurging the shadows of COVID-19. Practical implications This study suggests that viable enforcement of the SCRM system can assist in real-time monitoring and tracking of customers' activities. This can develop a more profound connection with customers through CE which can boost the co-innovation process. Originality/value This study denotes a pioneer attempt to investigate the relationships between SCRM, CE, CT, ICS, CL and COVID-19 in the same framework in a SM context.

The COVID-19 pandemic and repurchase intention in building brand engagement in the airline industry

“…In this study, we used a structural equation modelling technique to examine how BE and customer trust influence repurchase intention, while taking into account the impact of perceived risks related to COVID-19 on airline companies. This research contributes to the advancement of knowledge in the field of tourist behaviour, particularly in relation to BE (Afaq et al, 2022a;Hollebeek et al, , 2020, risk perception (Bhati et al, 2021;Maher et al, 2022), trust (Chaudhuri and Holbrook, 2001;Schoorman et al, 2007) and repurchase intention (Laparojkit and Suttipun, 2021) during and after confronting a global health disaster such as COVID-19. This exploratory study also investigates and Brand engagement in the airline industry highlights the role of BE construct in an abnormal situation as previous researcher suggested (Hollebeek et al, 2020) and tests its effect on customer trust and repurchase intention.…”

“…Although researchers have discussed the risk impact on travel intentions during the COVID-19 pandemic (Bhati et al , 2021; Maher et al , 2022), the risks related to the airline industry have not been investigated (Garaus and Hudáková, 2022). Since risk perception is a considerable factor in characterizing the state of the airline industry, determining and controlling perceived risk factors can be effective in decreasing negative customer functioning against the impact of COVID-19 during and after this period (Afaq et al , 2022a; Florido-Benítez, 2022b; Yıldırım et al , 2021).…”

“…Customers experienced a high level of uncertainty during the Covid-19 pandemic, which reduced the level of their BE and brand trust (Afaq et al , 2022a). Researchers observed that because of the unpredictable spread of COVID-19, risk perception resulted in travellers engaging in health-safeguarding actions and precautionary efforts (Afaq et al , 2022a; Florido-Benítez, 2022b; Yıldırım and Güler, 2020). People stayed home, avoided gathering in public and behaved differently than they normally would to avoid exposure to COVID-19 (Afaq et al , 2022a; Gaur et al , 2021).…”

“…Researchers observed that because of the unpredictable spread of COVID-19, risk perception resulted in travellers engaging in health-safeguarding actions and precautionary efforts (Afaq et al , 2022a; Florido-Benítez, 2022b; Yıldırım and Güler, 2020). People stayed home, avoided gathering in public and behaved differently than they normally would to avoid exposure to COVID-19 (Afaq et al , 2022a; Gaur et al , 2021).…”

The theory-practice research gains from big data: evidence from hospitality loyalty programs

“…According to Stylos et al (2021), agility and market intelligence are essential for businesses in the tourism and hospitality industries to develop value propositions that attract and retain guests, as also noted by Su and Reynolds (2017). As market competitiveness increases, customers become key elements for achieving success (Law et al , 2018; Rahimi et al , 2017), impelling firms to adopt different approaches that enhance the customer–firm relationship (Afaq et al , 2022).…”