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An Investigation of the impact of Social Media Marketing on Customer Retention: A case study of Marriot Hotel

Harvard, 12000 Words

Abstract

 

The researcher intended to analyse the business performance of Marriott Hotel and their future sales increasing view from successful market penetration through effective use of social media marketing operation. The researcher uses positivism research philosophy, deductive research approach, mixed research method, exploratory research purpose, and multi-research strategy. The researcher chooses samples for primary data collection procedure by purposive sampling procedure that helps to choose 57 Marriott Hotel customers and used same technique for selecting the marketing managers of Marriott Hotel to collect PRA in-depth data. The finding represents internet based social media marketing footprint of Marriott Hotel where total 93 percent respondents provide positive response. The marketing actions of Marriott with social media marketing operation are playing on Facebook, LinkedIn and MySpace social networking sites and the statement has 100 percent positive response. Marriott is using complex marketing operation where brand identity at social networking sites are increasing market share and this statement has 89 percent positive response. The recommendation indicates Marriott needs to improve branding practice in collaboration with social media marketing operation and increasing financial value of brand to achieve more sales target for gaining competitive advantage.

 

 

 

 

 

 

 

 

 

Table of Contents

 

Acknowledgement

Declaration

Abstract

Chapter 1: Introduction

1.1        Background of the Study

1.2        Rationale of the Study

1.2.1         The Research Issue

1.2.2         Reasons for becoming the Research Issue

1.2.3         Reasons for becoming as Issue now

1.2.4         The Research shed light on Beneficiary Issues

1.3        Research Aim and Objectives

1.4        Research Questions

1.5        Structure of the Study

1.6        Conclusion

Chapter 2: Literature Review

2.1        Introduction

2.2        Social Media Marketing

2.3        Social Media Marketing for Social Customer

2.4        Social Media Networking Tools

Figure 2.1: Primary Dimensions of Social Media Marketing Tools at International Context

2.5        Social Media Marketing Trends and Development

2.6        Brand Equity

Figure 2.2: Features of Brand Equity

2.6.1         Brand Identity

2.6.2         Brand Awareness

2.6.3         Brand Association

2.6.4         Perceived Quality

2.6.5         Brand Loyalty

2.7        Brand Equity based Social Media Marketing

2.8        Customer Attraction and Buying Behaviour

2.9        Customer Retention

2.10     Conceptual Framework

Figure 2.3: Conceptual Framework

2.11     Conclusion

Chapter 3: Research Methodology

3.1        Introduction

3.2        Research Philosophy

3.2.1         Justification of Research Philosophy

3.3        Research Approach

3.3.1         Justification of Research Approach

3.4        Research Methods

3.4.1         Justification of Research Methods

3.5        Research Purpose

3.5.1         Justification of Research Purpose

3.6        Research Strategy

3.6.1         Justification of Research Strategy

3.7        Data Collection Techniques

3.7.1         Primary Data Collection Technique

3.7.1.1         Justification of Primary Data Collection

3.7.2         Secondary Data Collection Technique

3.7.2.1         Justification of Secondary Data Collection

3.8        Sampling Technique

3.8.1         Justification of Sampling Technique

3.9        Data Analysis

3.9.1         Justification of Data Analysis

3.10     Ethical Issues

3.10.1      Justification of Ethical Issues

3.11     Reliability and Validity

3.12     Limitation of Methodology

3.13     Conclusion

Chapter 4: Findings and Analysis

4.1        Introduction

4.2        Findings of Questionnaire Survey

Table 4.1: Age of Respondents

Figure 4.1: Age of Respondents

Table 4.2: Educational Status of Respondents

Figure 4.2: Educational Status of Respondents

4.2.1         Social Media Marketing

Table 4.3: Marriott Hotel develops internet based Social Media marketing operation

Figure 4.3: Marriott Hotel develops internet based Social Media marketing operation

Table 4.4: The marketing actions are playing on Facebook, LinkedIn, MySpace social networking sites

Figure 4.4: The marketing actions are playing on Facebook, LinkedIn, MySpace social networking sites

Table 4.5: Social media marketing increases e-reputation of Marriott Hotel

Figure 4.5: Social media marketing increases e-reputation of Marriott Hotel

Table 4.6: Social media marketing supports to reach at community based customers

Figure 4.6: Social media marketing supports to reach at community based customers

Table 4.7: Social media marketing has attractive feature to influence customers mind to purchase hotel service from Marriott Hotel

Figure 4.7: Social media marketing has attractive feature to influence customers mind to purchase hotel service from Marriott Hotel

4.2.2         Brand Equity based Social Media Marketing

Table 4.8: Brand identity of Marriott Hotel at social networking sites increases market share

Figure 4.8: Brand identity of Marriott Hotel at social networking sites increases market share

Table 4.9: Brand awareness at social network provides psychological support to customers to get high quality products and high customer service

Figure 4.9: Brand awareness at social network provides psychological support to customers to get high quality products and high customer service

Table 4.10: Brand association increases financial value of brand at social networking sites

Figure 4.10: Brand association increases financial value of brand at social networking sites

Table 4.11: Perceived quality is the superiority of ultimate compel of customers choosing Marriott brand

Figure 4.11: Perceived quality is the superiority of ultimate compel of customers choosing Marriott brand

4.2.3         Customers Buying Behaviour influencing from Social Media Marketing

Table 4.12: Marketers communicate with customers through social networking and to maintain good relation with customers to influence their buying behaviour

Figure 4.12: Marketers communicate with customers through social networking and to maintain good relation with customers to influence their buying behaviour

Table 4.13: Customers are attracting through product review analysis at online and the positive word of mouth from others those are connected at social networks

Figure 4.13: Customers are attracting through product review analysis at online and the positive word of mouth from others those are connected at social networks

4.2.4         Customer Retention

Table 4.14: Customer retention indicates high satisfaction over Marriott brand

Figure 4.14: Customer retention indicates high satisfaction over Marriott brand

Table 4.15: Customer retention requires relying on customer mix operation of Marriott that is derived from brand image and branding practices

Figure 4.15: Customer retention requires relying on customer mix operation of Marriott that is derived from brand image and branding practices

Table 4.16: Attractive social media marketing and high customer service ensure customer retention to develop customer loyalty

Figure 4.16: Attractive social media marketing and high customer service ensure customer retention to develop customer loyalty

4.2.5         T-Test Statistics and Result of Questionnaire Survey

Table 4.17: Average Response of Questionnaire Survey

Table 4.18: T-Test Result and Statistics of Questionnaire Survey

4.3        Findings of PRA Technique

4.4        Conclusion

Chapter 5: Conclusion and Recommendation

5.1        Concluding Remark

5.2        Summary of Objectives based Finding

5.3        Recommendations

5.4        Future Research Scope

References

Appendix – A: Blank Questionnaire

Appendix – B: Qualitative PRA Questions