Social media marketing to increase customer satisfaction in hospitality industry

Abstract: The study investigates the impact of product quality and social media marketing on brand loyalty through customer satisfaction in the context of Japanese restaurants in Jakarta. Utilizing primary data from 203 respondents who frequented these restaurants, collected via questionnaires employing purposive sampling, the research employs partial least squares (PLS) analysis through SmartPLS 3.3.3 software. Results indicate direct positive relationships among variables. However, no direct positive relationship was found between product quality or social media marketing and brand loyalty. Instead, both product quality and social media marketing indirectly influence brand loyalty through customer satisfaction. The study highlights direct positive associations between product quality and customer satisfaction, social media marketing and customer satisfaction, and customer satisfaction and brand loyalty. Nevertheless, no direct positive link was found between product quality or social media marketing and brand loyalty. The indirect effects reveal that product quality affects brand loyalty through customer satisfaction and social media marketing influences brand loyalty through customer satisfaction as well. These findings underscore the significance of customer satisfaction as a mediator in the relationship between product quality, social media marketing, and brand loyalty in the hospitality industry.

How to cite this paper

 Arevin, A., Hamida, H & Nainggolan, B. (2024). Social media marketing to increase customer satisfaction in hospitality industry.International Journal of Data and Network Science, 8(3), 1471-1480.

Refrences

Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian social science, 11(23), 129.
Andrej, S. (2016). Social Media Marketing. Ponzan University of Economic and Busniness (ISBN 978-83-7986-106-4.
Back, K. J., & Parks, S. C. (2003). A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of hospitality & tourism research, 27(4), 419-435.
Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality sat-isfaction and brand loyalty. British Food Journal, 119(12), 2597-2609.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyal-ty. Business & management studies: an international journal, 6(1), 128-148.
Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. EMAJ: Emerging Markets Journal, 9(1), 88-100.
Chadwick, C., & Piartrini, P. S. (2019). Product quality, convenience and brand loyalty: A case study of Silverqueen’s ad-olescent consumers. In 12th International Conference on Business and Management Research (ICBMR 2018) (pp. 111-115). Atlantis Press.
Chandio, Z. U., Qureshi, M. A., & Ahmed, S. (2015). Brand trust, customer satisfaction and brand loyalty-A cross exami-nation. Journal of Business Strategies, 9(1), 62.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and behav-ioral sciences, 58, 1353-1360.
Evans, D. (2008). Social Media Marketing. Wiley Publishing, Inc 9(4):4444–51.
Ferns, B. H., & Walls, A. (2012). Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis. Journal of Destination Marketing & Management, 1(1-2), 27-35.
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23. Available at: https://digilib.itbwigalumajang.ac.id/index.php?p=show_detail&id=2775
Ghozali, I. (2021). Structural Equation Modeling Dengan Metode Alternatif Partial Least Squares (PLS). Semarang: Ba-dan Penerbit Universitas Diponegoro.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing ef-forts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Goldstein, S. D. (2009). Superior customer satisfaction and loyalty: Engaging customers to drive performance. Quality Press.
Gunelius, S. (2010). 30-minute social media marketing: Step-by-step techniques to spread the word about your business: Social media marketing in 30 minutes a day. McGraw Hill Professional.
Ha, J., & Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International journal of hospitality management, 29(3), 520-529.
Hair Jr, J., Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Hanaysha, J. (2016). Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry. Journal of Asian Business Strategy, 6(2), 31-40.
Hanaysha, J. (2016). The importance of social media advertisements in enhancing brand equity: A study on fast food res-taurant industry in Malaysia. International Journal of Innovation, Management and Technology, 7(2), 46.
Hannief, S. M., & Martini, E. (2018). Pengaruh Social Media Marketing Instagram Terhadap Loyalitas Merek Konsumen Warunk Upnormal. eProceedings of Management, 5(1).
Hussein, A. S. (2018). Effects of brand experience on brand loyalty in Indonesian casual dining restaurant: Roles of cus-tomer satisfaction and brand of origin. Tourism and hospitality management, 24(1), 119-132.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia pacific journal of marketing and logistics, 29(1), 129-144.
Khan, M., Serafeim, G., & Yoon, A. (2016). Corporate sustainability: First evidence on materiality. The accounting review, 91(6), 1697-1724.
Laksono, A. W., & Suryadi, N. (2020). Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Merek Terhadap Loyal-itas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, 5(1), 8-16.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International journal of information management, 33(1), 76-82.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409.
Namkung, Y., & Jang, S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspec-tive. International Journal of Contemporary Hospitality Management, 20(2), 142-155.
Qorbani, Z., Koosha, H., & Bagheri, M. (2019). The impact of brand equity on customer equity. In 2019 15th Iran Interna-tional Industrial Engineering Conference (IIIEC) (pp. 212-222). IEEE.
Raduzzi, A., & Massey, J. E. (2019). Customers satisfaction and brand loyalty at McDonalds Maroc. African Journal of Marketing Management, 11(3), 21-34.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), 105-123.
Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A., & ur Rehman, A. (2014). Customer satisfaction in the restaurant industry; examining the model in local industry perspective. Journal of Asian Business Strategy, 4(1), 18.
Sano, K. (2014). Do social media marketing activities enhance customer satisfaction, promote positive WOM and affect behavior intention. Doshisha Commerce Journal, 66(3-4), 45-69.
Sigala, M. (2012). Social networks and customer involvement in new service development (NSD) The case of www. mys-tarbucksidea. com. International Journal of Contemporary Hospitality Management, 24(7), 966-990.
Solomon, M. R. (2018). Consumer behavior: buying having and being. Pearson.
Wijaya, I. P. S. A., & Nurcaya, I. N. (2017). Kepuasan Pelanggan Memediasi Kualitas Produk Dan Kewajaran Harga Ter-hadap Loyalitas Merek Mcdonalds Di Kota Denpasar. E-Jurnal Manajemen Unud, 6(3), 1534-1563.