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Using a resource-based view and dynamic capabilities approach, this study investigates both the internal and external factors influencing competitive advantage in the hotel industry. For this purpose, we examine how organizational capabilities may lead to customer relationship building and in turn to competitive advantage. We further test the moderation role of market dynamism on the relationship between organizational capabilities and customer relationship building, and also investigate the mediation effect of customer relationship building on the association between organizational capabilities and competitive advantage. A questionnaire-based study was conducted among hotel employees in Northern Cyprus to test the conceptual model. A set of approaches was applied to detect common method bias and test the validity and reliability of the questionnaire. Correlation and regression analyses were conducted to evaluate the relationships between the variables, and bootstrapping analysis was applied to assess the mediation and moderation effects. The results revealed that organizational capabilities enhance customer relationship building and competitive advantage. Market dynamism as an external factor moderates the relationship between organizational capabilities and customer relationship building. There is also an indirect association between organizational capabilities and competitive advantage through the mediation of customer relationship building. The theoretical and practical implications of the findings are discussed.

Customer retention is a critical factor in companies’ survival, and both service quality and social media are important means of retaining customers. However, despite this importance of these antecedents, only a few studies considered the effects of these factors in the hotel industry literature. With the application of social exchange theory, the current research aims to evaluate the effect of service quality and social media marketing on customer retention in hotels, and evaluates how customer satisfaction, brand awareness and brand image mediate this association. After pre-testing the questionnaire, data of this research was collected from 4- and 5-star hotel customers in various cities of the Czech Republic. Before testing the hypotheses, data have been tested in term of checking reliability and validity. Moreover, the probability of common-method bias was also tested in order to ensure there is no variation caused by study method or instrument. Testing the hypotheses was done using correlation and regression analysis afterwards. Findings of this research indicated that service quality and social media marketing improve customer satisfaction, brand awareness, and brand image. Moreover, customer satisfaction, brand awareness, and brand image are also antecedents of customer retention. Findings also confirmed that these three factors (customer satisfaction, brand awareness, and brand image) play the mediation roles between Service quality and revisit intention, and also between social media marketing and revisit intention. Results of this research showed the importance of both service quality and social media marketing in order to achieve better customer outcomes and encourage clients to revisit the hotel. The findings can provide important managerial and practical implications to the hotel industry.

Marketing trends have been changing over the last decades, and companies need to adapt themselves in order to remain competitive. In the last few years, social media has become one of the most important tools of marketing in many industries. The hotel industry is a dynamic and fast-growing sector, and the importance of social media in this industry is more pronounced. Social media allows hotels to provide information about their services to their customers and get immediate and direct feedback from them. The main aim of this research is to understand how hotels apply social media in order to attract and retain customers and how social media can affect their success. This research has been conducted in the Czech Republic, considering 4 and 5-star hotels. Data for this research was collected through interviews and also observation. Managers and hotel employees who had enough knowledge about the marketing and social media of the hotels were selected for interviews. Public pages of hotels on social media were also monitored in order to understand the contents and also the customers' comments. The 􀅫indings of this research can provide a better understanding about the importance of social media in the hotel industry and can provide bene􀅫icial implications in practice.

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