Building customer retention through social media marketing in the hospitality industry / Jesica Chong Yue Ling

The usage of Social Media Tools is expanding in all age ranges across all socio economic groups. Considering this, a number of hoteliers in Sabah have focus and paying much attention by using the means of these useful tools to increase the awareness of their products and services. Hence, the purpose of this research is to understand the role of Social Media Marketing in the hospitality industry so that it will benefits the local hospitality industry in Sabah and to look at how the leveraging of the Social Media Marketing is affecting the hospitality industry in relates to consumer behaviour in terms of trust and satisfaction. Other than giving the opportunity for hoteliers to engage with customers on before, during and after the stay, the engagement through Social Media Marketing will also provide the hoteliers with chances to gain insights into need and wants of customers at each stage. By making use of the power of Social Media Marketing Tools, improvements could be made to offer an excellent service and exhibit the hotel's readiness to listen and respond to the customers. By considering the various advantages of Social Media Marketing application into hospitality industry, hoteliers are to be encouraged to integrate these in their marketing strategies. Since the majority of the customers are already been using these platforms, establishing long term relationships with the customers can improve the odds of a return visit which can create customer retention - which can lead to enhance performance and better customer satisfaction and trust towards the services offered. This research will look into on how is possible to retain the customers towards their trusts and satisfaction by using Social Media Marketing Tools that could benefit the hospitality industry in Sabah and where these could fit into their marketing activities. It will also suggest steps that should be taken in order to set expectations and provide recommendations on how to make use of the power of Social Media Marketing Tools in Sabah to promote Sabah.