The Causal Factors Influencing Social Media Customer Relationship Management Efficiency : An Empirical Evidence Of Hotel Business In Thailand
Keywords:
Customer engagement, e-service quality, knowledge management, social media customer relations activities, service intention behaviorAbstract
This research aims to 1) study the behavior of using hotel services in Thailand, 2) study the influence of causal factors on the efficiency of social media customer relations activities and service intention behavior of hotel businesses in Thailand, and 3) develop a structural equation model of causal factors on the efficiency of social media customer relations activities of hotel businesses in Thailand. The sample group of hotel business users in Thailand who use online hotel booking services from 400 websites were selected using purposive sampling. The instruments used were a questionnaire, confirmatory factor analysis, and structural equation modeling.
The quantitative research results found that most of the service users were for travel and relaxation, accounting for 43.3 percent. Most of the travelers traveled with their families, accounting for 41.3 percent. The frequency of stay (per year) was between 2-3 times/per year, accounting for 40.5 percent. The most frequent period of stay was from October to December, accounting for 34.3 percent. The channel of receiving information was via Facebook, accounting for 24.8 percent. The cost of using the service/day was 3,001-5,000 baht, accounting for 38.0 percent. The method of booking a room was by booking websites. The result of the structural equation model influence test is consistent with the empirical data. The value of Chi-square ratio index (CMIN/df) is 2.065, p-value is 0.000, CFI is 0.959, GFI is 0.949, RMSEA is 0.056, and RMR is 0.032. The result of the hypothesis test found that customer engagement and electronic service quality influence the efficiency of customer relations activities on social media of hotel businesses in Thailand.
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