The Influence of Social Media Marketing and Service Quality on Brand Image and its Implications for Customer Retention at 4 Star Hotels in Pontianak City
DOI:
https://doi.org/10.59890/ijfbm.v3i1.206Keywords:
Social Media Marketing, Service Quality, Brand Image, Customer RetentionAbstract
This research analyzes the influence of Social Media Marketing and Service Quality on Brand Image and its implications for Customer Retention at 4 star hotels in Pontianak City. Using a quantitative approach, this research involved 150 respondents selected using purposive sampling. Data was collected through questionnaires and analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. The results show that Social Media Marketing and Service Quality have a positive effect on Brand Image, which functions as a mediator in the relationship between the two and Customer Retention. These findings emphasize the importance of social media marketing strategies and improving service quality to create a positive brand image, which in turn increases customer loyalty. Recommendations are provided to improve marketing activities, service quality and customer loyalty programs. This research is expected to provide insight for hotel managers in increasing competitiveness in an increasingly competitive market. Apart from that, the results of this research can also be a reference for further research in exploring other factors that influence customer retention in the hotel industry. Thus, this research contributes to the development of theory and practice in the field of marketing and service management.
References
Annisa, R., Ismail, I., & Yunan, M. (2021). The impact of service quality on customer loyalty in the hospitality industry. Journal of Hospitality and Tourism Research, 45(3), 345-360.
Cheraghalizadeh, R., Mortazavi, S., & Rahimnia, F. (2022). The mediating role of brand image in the relationship between service quality and customer loyalty. Service Industries Journal, 42(5), 567-582.
Ismail, I., & Yunan, M. (2016). Service quality as a predictor of customer loyalty: A case study in the hospitality sector. Journal of Management and Marketing Research, 9(4), 45-60.
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2019). Brand image and customer loyalty: Evidence from the hotel industry. Tourism Management Perspectives, 29, 1-9.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing on customer engagement. Journal of Retailing and Consumer Services, 41, 48-59.
