This article attempts to analyze the extent to which companies are capable of using social
media as a basis for marketing. This study proposes a model framework to examine the effect of
variable customer database management, utilization of social media marketing and adaptation
of customer tastes to customized relational quality and marketing performance. The sample in
this study were 177 general managers and marketing managers in three to five star hotels in
Jakarta based on data from the Jakarta Statistic Center in 2016 and the Indonesian Hotel and
Restaurant Association (PHRI). Data collection methods that will be used in this study are
structured interviews using a personal questionnaire, which is then analyzed by Structural
Equation Modeling (SEM). Statistical test results show that the variables of customer database
management, utilization of social media marketing and adaptation of customer tastes have an
impact on customized relational quality, whereas, variable management of customer databases,
utilization of social media marketing, adaptation of customer tastes and customized relational
quality affect marketing performance.