Social Media Platforms Increasing Customer Satisfaction on Large Hotel

Question: Discuss about the Social Media Platforms Increasing Customer Satisfaction on Large Hotels? Answer: Research Background In this era of globalization, social media has emerged as a powerful to reach out to customers. The organizations in the tourism and hospitality industry have realized that social media is the most efficient and fastest way to reach out to customers (Nah Saxton, 2012). The large hotels have already started to use the social media networks like Facebook and Twitter to measure customer satisfaction (Kwona, 2010). The initial research suggests that the use of social media platforms can increase the customer satisfaction. It would be interesting to study the correlation between the use of social media platforms to increase the customer satisfaction for the large hotels. The organizations in the hospitality and tourism industry can use the social media platforms to understand the customer expectations (Shin, 2010). The customer satisfaction can increase if the management can reduce the gap between the customers expectations and the management perception of customers expectations. Research Aim Statement The purpose of this study is to establish the relationship between the use of social media platforms like Facebook and Twitter with the customer satisfaction levels for the hotel industry. The research would be focused on the Marriot group of hotels in Sydney. The research would be done in the next 2 months with the employees of the Marriot group of hotels in Sydney. Research Objectives The three research objectives for this research work can be listed as: What is the impact of social media platforms on customer satisfaction for the customers of Marriot group of hotels in Sydney? How can Marriot group of hotels in Sydney use the social media platforms to improve the customer satisfaction? How social media platforms can helps the Marriot group of hotels in Sydney to understand the customer satisfaction? Data requirement This research would primarily use the quantitative data. As a part of this research, researcher would collect the data from hotel employees. The data would be collected from the employees at different levels like senior management, mid-level management, low-level employees, etc. The quantitative data would also be collected from the customers. The use of quantitative data would help the researcher to analyze the data and make the useful conclusion (Valenzuela, 2013). The tools like Microsoft Excel and statistical modeling techniques would be used to analyze the data. Proposed research methods The proposed research methodology is quantitative research. The researcher would develop an online questionnaire and the questionnaire would be mailed to the respondents. The primary research would be in the form of online questionnaire that would be quantitative in nature (Saunders, 2014). The use of quantitative data would add to the strength of the research. The literature review would be used to take the information from the existing researches. The library database and the online sources would be a good source of literature review. References Nah, S., Saxton, G. D. (2012). Modeling the adoption and use of social media by nonprofit organizations.New Media Society, 1461444812452411. Sang Jib Kwona, E. P. (2010). What drives successful social networking services? A comparative analysis of user acceptance of Facebook and Twitter . Science Direct, 534-544. Shin, D.-H. (2010). The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption . Science Direct, 428-438. Valenzuela, S. (2013). Unpacking the Use of Social Media for Protest Behavior The Roles of Information, Opinion Expression, and Activism.American Behavioral Scientist,57(7), 920-942. Saunders, M.N. and Lewis, P., 2014.Doing research in business and management: An essential guide to planning your project. Pearson Higher Ed.