The Impact of Social Media on Customers’ Loyalty toward Hotels in Jordan

Abstract

The present study aimed at exploring the impact of social media on customers' loyalty toward the five stars hotels located in Jordan, it also aimed at exploring the impact of satisfaction as a mediating variable on the relationship between social media and customers’ loyalty from the perspectives of customers and marketing managers. In more precise, to measure the mediating effect of satisfaction in the causal relationship between social media and customers’ loyalty toward five stars hotels. Regression analysis and correlational coefficient were used for analysis purposive of the acquired data that were collected through a self-designed questionnaire.  A sample of (200) hotel customers and (32) marketing managers was drawn from the population of the study. The major findings of the study were as follow: social media has a statistical significant effect on customer’s loyalty, and on satisfaction. Satisfaction as mediating variable has a statistical significant effect on the relationship between social media and customer’s loyalty. Furthermore; marketing managers were found to be having positive beliefs that social media has an effect on customers’ loyalty. But communication and motivation were found to be having no significant effect on customer’s loyalty.

Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students?

“…The concept of satisfaction refers to the conformity between expectations and perceived of service or product (Jun et al, 2004;Martín-Consuegra et al, 2007;Sumaedi et al, 2016), so that the optimizing social media for promotion and providing services to students has reached their expectation, satisfaction, which results in increased attachment. These findings also support previous findings that show social media marketing has a significant effect on satisfaction (Hanaysha, 2017;Zoubi & Al-Harazneh, 2019) and attachment (Ashley & Tuten, 2015;Sashi, 2012).…”

“…Ashley & Tuten (2015) and Sashi (2012) have shown that the use of social media can encourage customer engagement. Apart from having an effect on customer engagement, social media marketing has also been identified as having an effect on satisfaction (Hanaysha, 2017;Zoubi & Al-Harazneh, 2019). This leads to the first (H 1 ) and second (H 2 ) hypothesis.…”

Social Media Communication and Customer Loyalty with the Mediating Role of Social Customer Relationship in Retail Chain Stores in Sri Lanka

“…When we are talking about social media, we refer to: social networks (Facebook, Whatsapp, Twitter, LinkedIn, Instagram), WeChat, Tiktok, Skype, Snapchat, Wblogs, forum, youtube and yahoo answers, etc… Social networking is becoming a more common way to attract consumers and communicate with them (Delafrooz., 2012). Many internet users are active on social media, and a lack of a social media presence for a company will immediately make a negative impact on customers (Faiz et al, 2019: Michael, 2019.…”

“…In this regard, numerous companies have used a variety of digital platforms to build preferences and aspirations among consumers in order to increase company efficiency and encourage brand recognition. (Faiz et al, 2019).…”

“…Businesses place a high priority on getting closer to their consumers. To do so, today's companies are putting a lot of effort into developing social media communications (Faiz & Diya, 2019). It turns out customers much more pragmatic.…”