ABSTRACT

While the construct customer brand engagement is gaining magnitude in hospitality studies, this study establishes positive word of mouth and brand loyalty as relevant outcomes of customer brand engagement. It proposes and empirically tests a model which is underpinned by social customer relationship management theory. By means of survey questionnaires, data was obtained from 373 customers from hotels, in the island of Mauritius. The proposed model was tested using the AMOS version 22, structural equation modelling software. Results indicate that social customer relationship management activities can trigger service process innovation which in turn leads to customer engagement with the hotel brand. However, the relationship between use of social media platforms and positive word of mouth was not supported. The current study brings interesting theoretical contributions and it further serves as a benchmark to hotel managers for the effective implementation of a SCRM strategy.

摘要

虽然构建客户品牌参与度在酒店研究中越来越重要，但本研究将积极的口碑和品牌忠诚度确定为客户品牌参与的相关结果。它提出并实证检验了一个以社会客户关系管理理论为基础的模型。通过调查问卷，从毛里求斯岛酒店​​的 373 名客户那里获得了数据。所提出的模型使用 AMOS 版本 22 结构方程建模软件进行了测试。结果表明，社会客户关系管理活动可以触发服务流程创新，进而导致客户与酒店品牌的互动。但是，不支持社交媒体平台的使用与积极的口碑之间的关系。