NOTE:
This paper was published in International Journal on Economics, Finance and Sustainable Development (IJEFSD). Volume 5 Issue 4, May-June 2021. ISSN: 2456 – 6470
By Dr. Ernest Nyetera, PhD Scholar, Azteca University (Mexico) and supervised by Prof. Vicente Sinining, University of Technology and Arts of Byumba (Rwanda).
Abstract
This research analyzed "Social Media Marketing and Customer Relationship Management in Hospitality Industry. A case of Bethany Investment Group- Hotel (2016- 2020)". The null hypothesis was H0: Social Media Marketing does not influence Customer Relationship Management in Bethany Investment Group- Hotel. Research question was to what extent does social media marketing influence Customer Relationship Management in Bethany Investment Group- Hotel (2016- 2020)? The research used a mix of quantitative and qualitative design and primary data was collected using a questionnaire designed in form of five levels Likert scale composed of open- ended and close- ended questions. The research applied purposive sampling and a sample of 95 respondents including 10 employees and 85 customers. The main findings of the research are the following: (i) Bethany Investment Group- Hotel applies two SMM namely Facebook (mean =4.97), and website (mean =4.92). (ii) SMM does not influence CRM at Bethany Investment Group- Hotel (mean = 1.37 close to 1.00 Strongly Disagree). (iii) Challenges of SMM to Bethany Investment Group- Hotel include: Poor network and separate parts (blocks) not covered by wireless network (mean = 5.00); Culture of routine and not adopting advanced technologies (mean =4.55); Integration of SMM into CRM requires additional staffs (mean =4.37); Underestimation of marketing as intangible work (mean =4.29). (iv) Solutions to cited challenges include: (i) To review IT infrastructure and connect all buildings and areas with wireless (Wi-Fi) for improving customer care service delivery. (ii) To create addresses LinkedIn, WhatsApp, YouTube, Email, and SMS. (iii) To hire an employee in charge of supporting the marketing officer. (iv) To use also traditional mode of marketing such as Radio, TV, posters, and participating in social activities gathering many people. (vi) To optimize its website of the Hotel to search engine (SEO) for easy access for any tourist who want to visit Rwanda. Also its website should be registered to Online Travel Agencies (OTAs) so that Tourists can easily be aware of the services provided by Bethany Investment Group- Hotel.
Conclusion
This research intended to analyze the role of Social Media Marketing on Customer Relationship Management in Bethany Investment Group- Hotel (2016-2020). The null hypothesis was: “H0: Social Media Marketing does not influence Customer Relationship Management in Bethany Investment Group- Hotel”. Specific objective were: to identify Social Media Marketing applied by Bethany Investment Group- Hotel Karongi Branch in 2016- 2020. To assess the role of Social Media Marketing in influencing Customer Relationship Management at Bethany Investment Group- Hotel Karongi Branch 2016- 2020. To find out challenges faced by Bethany Investment Group- Hotel Karongi Branch in relation to Social Media Marketing and to Customer Relationship Management. And to suggest solutions to challenges above. The research involved 10 employees and 85 customers. They respondents to a questionnaire designed in form of five level Likert scale and interpretation was based on mean values. Key findings are the following: (i) Bethany Investment Group- Hotel applies two SMM namely Facebook (mean =4.97), and website (mean =4.92).
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