The Impact of Online Communities-based Social Customer Relationship Management (S-CRM) on Customer Loyalty and Brand Image on Hotels

Abstract

Despite the enormous importance of social customer relationship management (SCRM), customer loyalty, and brand image in the hospitality sector, research on this element in hotels has been minimal. The present study aims to investigate the impact of implementing SCRM procedures (customer service quality, integrated marketing channels, online communities /use of social media, rewards, and value-added services) to improve customer loyalty and brand image in hotels. Based on the relevant literature and the pilot research, a conceptual framework for the investigation was developed. Questionnaires were used to collect data for the study. Based on prior research, a questionnaire form was created and delivered to hotel guests at twenty different five-star hotels in Greater Cairo. The researchers distributed 400 questionnaires to a random sample of hotel guests in 20 hotels; 277 were valid, with a 69.25 percent response rate. (SPSS V.25) and (AMOS V.20) were used to evaluate the valid data. According to the findings, integrated marketing channels, online communities, and the usage of social media all have a major influence on customer loyalty in hotels. Furthermore, consumer loyalty has a huge impact on the brand's image. Furthermore, social customer relationship management (SCRM) via customer loyalty has a major influence on the brand's image.