The Impact of Social Media on Customers’ Loyalty toward Hotels in Jordan

Faiz H. Zoubi and Diya Mohammad Al-Harazneh

International Journal of Business and Management, 2021, vol. 14, issue 5, 123

Abstract: The present study aimed at exploring the impact of social media on customers' loyalty toward the five stars hotels located in Jordan, it also aimed at exploring the impact of satisfaction as a mediating variable on the relationship between social media and customers’ loyalty from the perspectives of customers and marketing managers. In more precise, to measure the mediating effect of satisfaction in the causal relationship between social media and customers’ loyalty toward five stars hotels. Regression analysis and correlational coefficient were used for analysis purposive of the acquired data that were collected through a self-designed questionnaire. A sample of (200) hotel customers and (32) marketing managers was drawn from the population of the study. The major findings of the study were as follow- social media has a statistical significant effect on customer’s loyalty, and on satisfaction. Satisfaction as mediating variable has a statistical significant effect on the relationship between social media and customer’s loyalty. Furthermore; marketing managers were found to be having positive beliefs that social media has an effect on customers’ loyalty. But communication and motivation were found to be having no significant effect on customer’s loyalty.

Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijbm/article/download/0/0/39188/39993 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijbm/article/view/0/39188 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijbmjn:v:14:y:2021:i:5:p:123

Access Statistics for this article

More articles in International Journal of Business and Management from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education (ijbm@ccsenet.org).