Linking Social Networking Sites to Customer Relationship Management: An Application in Hotel Businesses in Antalya

Abstract

Purpose – This study aims to examine the interaction between customer relationship management and social networking sites in hotel enterprises by investigating the social customer relationship management (S-CRM) approach.
Design/methodology/approach – Based on the proposed research model and developed hypotheses, this study analyzes data collected through a survey from 400 customers staying at 3-, 4-, and 5-star hotel enterprises located in the city center of Antalya. The data are analyzed using the SmartPLS approach.
Results – The results indicate that the hypotheses related to linking social networking sites to customer relationship management (CRM) in terms of enhancing customer purchasing behavior, supporting service innovation, fostering brand loyalty, and facilitating brand diffusion are supported. The findings further reveal that customer engagement plays a decisive and influential role in these processes.
Discussion – This study demonstrates that the social customer relationship management (S-CRM) approach constitutes a critical success factor in the context of hotel enterprises. Customer engagement with brands through social networking sites enables the establishment of social, customizable, financial, and structural ties with both existing and potential customers. This, in turn, contributes to strengthening customer loyalty and provides a significant advantage in minimizing customer loss within competitive environments.