The Effect of Social Media Marketing on Customer Retention in Hotels
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F22%3A00009846" target="_blank" >RIV/46747885:24310/22:00009846 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
The Effect of Social Media Marketing on Customer Retention in Hotels
Original language description
Results showed social media marketing improves satisfaction among customers, and customer satisfaction was the driver of customer retention. Furthermore, this research confirmed the mediation role of customer satisfaction between social media marketing and customer retention. The moderation effect of alternative attractiveness among customer satisfaction and customer retention was substantiated.
Czech name
—
Czech description
—
Classification
Type
O - Miscellaneous
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů