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dc.contributor.authorDewnarain, Senika
dc.contributor.authorRamkissoon, Haywantee
dc.contributor.authorMavondo, Felix
dc.date.accessioned2022-03-23T12:34:08Z
dc.date.available2022-03-23T12:34:08Z
dc.date.issued2021-04-13
dc.description.abstractWhile 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.en_US
dc.descriptionThis is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Hospitality Marketing and Management on 13.04.2021, available online: https://doi.org/10.1080/19368623.2021.1884162.en_US
dc.identifier.citationDewnarain, Ramkissoon, Mavondo. Social customer relationship management: a customer perspective. Journal of Hospitality Marketing & Management. 2021;30(6):673-698en_US
dc.identifier.cristinIDFRIDAID 1928860
dc.identifier.doi10.1080/19368623.2021.1884162
dc.identifier.issn1936-8623
dc.identifier.issn1936-8631
dc.identifier.urihttps://hdl.handle.net/10037/24514
dc.language.isoengen_US
dc.publisherRouteledgeen_US
dc.relation.journalJournal of Hospitality Marketing & Management
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2021 The Author(s)en_US
dc.titleSocial customer relationship management: a customer perspectiveen_US
dc.type.versionacceptedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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