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Social Media Marketing and Customer Relationship Management in Hospitality Industry in Rwanda: A Case of Bethany Investment Group-Hotel (2016-2020)

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Social Media Marketing and Customer Relationship Management in Hospitality Industry in Rwanda: A Case of Bethany Investment Group-Hotel (2016-2020)


Nyetera Ernest



Nyetera Ernest "Social Media Marketing and Customer Relationship Management in Hospitality Industry in Rwanda: A Case of Bethany Investment Group-Hotel (2016-2020)" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4, June 2021, pp.1820-1831, URL: https://www.ijtsrd.com/papers/ijtsrd43628.pdf

This research analyzed “Social Media Marketing and Customer Relationship Management in Hospitality Industry. A case of Bethany Investment Group- Hotel (2016- 2020)”. The null hypothesis was H0: Social Media Marketing does not influence Customer Relationship Management in Bethany Investment Group- Hotel. Research question was to what extent does social media marketing influence Customer Relationship Management in Bethany Investment Group- Hotel (2016- 2020)? The research used a mix of quantitative and qualitative design and primary data was collected using a questionnaire designed in form of five levels Likert scale composed of open- ended and close- ended questions. The research applied purposive sampling and a sample of 95 respondents including 10 employees and 85 customers. The main findings of the research are the following: (i) Bethany Investment Group- Hotel applies two SMM namely Facebook (mean =4.97), and website (mean =4.92). (ii) SMM does not influence CRM at Bethany Investment Group- Hotel (mean = 1.37 close to 1.00 Strongly Disagree). (iii) Challenges of SMM to Bethany Investment Group- Hotel include: Poor network and separate parts (blocks) not covered by wireless network (mean = 5.00); Culture of routine and not adopting advanced technologies (mean =4.55); Integration of SMM into CRM requires additional staffs (mean =4.37); Underestimation of marketing as intangible work (mean =4.29). (iv) Solutions to cited challenges include: (i) To review IT infrastructure and connect all buildings and areas with wireless (Wi-Fi) for improving customer care service delivery. (ii) To create addresses LinkedIn, WhatsApp, YouTube, Email, and SMS. (iii) To hire an employee in charge of supporting the marketing officer. (iv) To use also traditional mode of marketing such as Radio, TV, posters, and participating in social activities gathering many people. (vi) To optimize its website of the Hotel to search engine (SEO) for easy access for any tourist who want to visit Rwanda. Also its website should be registered to Online Travel Agencies (OTAs) so that Tourists can easily be aware of the services provided by Bethany Investment Group- Hotel.

Customer, customer relationship, customer relationship management, hospitality industry, social media, social medic marketing


IJTSRD43628
Volume-5 | Issue-4, June 2021
1820-1831
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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