Customer Engagement through Social Media: Learnings from Hospitality Industry in India
Journal Title: International Journal of the Computer, the Internet and Management - Year 2017, Vol 25, Issue 2
Abstract
Hospitality is a dynamic and evolving industry but the basics of customer or service orientation always remain the same. Increased competition and development of new offline and online models in past decades has forced the industry to go back to the basics and develop connect with its customers. There is great deal of need to create a robust brand image and to engage customers effectively. Web 2.0 and Social media holds the answer to both the quests. Hospitality businesses across the globe are utilizing different social media platforms to actively engage the customers who are also the co-creators in the total value creation and delivery process. This paper, with extensive review of literature and a primary research, attempts to see the changes happening in the hospitality industry from social media point of view and to check the extent and effectiveness of the use of popular social media platforms by the largest hospitality brands in India. The objective is to understand the status and find out the gaps that need to be plugged for effective customer engagement through various social media platforms. The study provides learning for Hospitality industry to effectively harness the power of social networks and leverage their CRM efforts.
Authors and Affiliations
Amit Jain, Shubham Jain, Sonal Jain
Keywords
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