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Customer Satisfaction on Social Media Marketing in Malaysian Hospitality Industry

Customer Satisfaction on Social Media Marketing in Malaysian Hospitality Industry

Joanna Pei Yi Kong, Alex Hou Hong Ng
Copyright: © 2021 |Pages: 36
ISBN13: 9781799876038|ISBN10: 1799876039|ISBN13 Softcover: 9781799876045|EISBN13: 9781799876052
DOI: 10.4018/978-1-7998-7603-8.ch014
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MLA

Kong, Joanna Pei Yi, and Alex Hou Hong Ng. "Customer Satisfaction on Social Media Marketing in Malaysian Hospitality Industry." Impact of Globalization and Advanced Technologies on Online Business Models, edited by Ree Chan Ho, et al., IGI Global, 2021, pp. 228-263. https://doi.org/10.4018/978-1-7998-7603-8.ch014

APA

Kong, J. P. & Ng, A. H. (2021). Customer Satisfaction on Social Media Marketing in Malaysian Hospitality Industry. In R. Ho, A. Hou Hong Ng, & M. Nourallah (Eds.), Impact of Globalization and Advanced Technologies on Online Business Models (pp. 228-263). IGI Global. https://doi.org/10.4018/978-1-7998-7603-8.ch014

Chicago

Kong, Joanna Pei Yi, and Alex Hou Hong Ng. "Customer Satisfaction on Social Media Marketing in Malaysian Hospitality Industry." In Impact of Globalization and Advanced Technologies on Online Business Models, edited by Ree Chan Ho, Alex Hou Hong Ng, and Mustafa Nourallah, 228-263. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-7603-8.ch014

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Abstract

Customer satisfaction plays an important role in achieving the competitive advantage and ensures to bring success to the organizations. Nowadays, people tend to use technologies in boosting the revenue of their businesses as well as to promote the products and services. Therefore, this chapter is focusing on the factors that drive the satisfactions of the customers on the social media marketing in the hospitality industry in Malaysia. The research gaps have been identified on Malaysia's customer satisfaction on social media marketing in the hospitality industry. Hence, the objective of this research is to explore three factors that influence the satisfaction level of the customers on the technologie in the social media, namely social technology approach, social media tools, and socia media engagement. Last but not least, this study will also provide the researchers and managers with strategic plan in order to enhance the business efficiency.

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