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

Nyetera, Ernest (2021) Social Media Marketing and Customer Relationship Management in Hospitality Industry in Rwanda: A Case of Bethany Investment Group-Hotel (2016-2020). International Journal of Trend in Scientific Research and Development, 5 (4). pp. 1820-1831. ISSN 2456-6470

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Abstract

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.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Postgraduate > Master's of Islamic Education
Depositing User:	Journal Editor
Date Deposited:	05 Jul 2023 09:22
Last Modified:	05 Jul 2023 09:22
URI:	http://eprints.umsida.ac.id/id/eprint/12084

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