Exploring crucial social media marketing factors for improving customer satisfaction and customer loyalty in bed and breakfast sectors in Taiwan
International Journal of Tourism Cities
ISSN: 2056-5607
Article publication date: 28 March 2023
Issue publication date: 5 June 2023
Abstract
Purpose
The Bed and Breakfast (B&B) enterprises generally lack sufficient human resources and time to conduct research on important social media marketing factors for visitors’ satisfaction and visitors’ intentions. Therefore, this study aims to provide crucial social media marketing and factors and service quality elements for improving customer satisfaction and customer loyalty in B&B sectors. This study also provides some recommendations for attracting more visitors and increasing customer satisfaction and customer loyalty through social media.
Design/methodology/approach
First, social media marketing factors and service quality elements were identified through the systematic literature review. Then these identified factors and elements were used to design a survey questionnaire for collecting data. The research data included responses of 64 B&B enterprises and 625 customers. The collected data was analyzed by feature selection approaches including Decision Tree algorithm and Information Gain to identify the key factors for improving customer satisfaction and customer loyalty.
Findings
The findings of this study determined that featured choice is an important social media marketing factor, and assurance is the common service quality element for both B&B enterprises and their customers in terms of satisfaction and loyalty.
Originality/value
This study adds a value to the growing literature on customer satisfaction and loyalty in B&B sectors by exploring key social media marketing factors and service quality elements. The study reveals several implications for theories and practices. The findings hopefully help B&B enterprises better social media marketing with less workforce and budget.
Keywords
Acknowledgements
This study was partially supported by National Science and Technology Council, Taiwan (Grant No. MOST 111–2410-H-324–006).
Declaration of competing interest: The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Citation
Nalluri, V., Yang, K.-F., Chen, L.-S. and Yang, T.-Y.K. (2023), "Exploring crucial social media marketing factors for improving customer satisfaction and customer loyalty in bed and breakfast sectors in Taiwan", International Journal of Tourism Cities, Vol. 9 No. 2, pp. 429-446. https://doi.org/10.1108/IJTC-10-2022-0230
Publisher
:Emerald Publishing Limited
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