Social Customer Relationship Management Process Dimension and Hotel Relationship Quality in Nairobi, Kenya

Abstract

The main purpose of this study was to establish the mediating effect of customer perceptions on the relationship between the dimensions of the social customer relationship management process and relationship quality. The study utilized an explanatory research design with a target population of an average of 16,464 customers per month from online hotel bookings from three five-star rated hotels in Nairobi. A sample size of 390 was selected using simple random sampling for customers. Data was collected from customers using a structured questionnaire. The results for the direct effect indicated a positive and significant effect of processes dimension on relationship quality in hotels. Further, customer perceptions partly mediated the relationship process dimensions and hotel relationship quality. The study concludes that the process dimension of social customer relationship management significantly affects relationship quality through customer perceptions. Thus, the study recommends that hotels focus more on the hotels process dimensions as they seem to majorly affect relationship quality. Although Social CRM strategies were found not to affect relationship quality, realigning the strategies from sales and marketing to link with processes and data could boost relationship quality. The study recommends that management should focus on training employees on social media and organizational processes while constantly monitoring and addressing issues raised in social networks to build robust customer relationships