UTILIZATION OF SOCIAL MEDIA MARKETING AND CUSTOMIZED RELATIONAL QUALITY: AN EMPIRICAL STUDY IN THE HOSPITALITY INDUSTRY IN JAKARTA

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UTILIZATION OF SOCIAL MEDIA MARKETING AND CUSTOMIZED RELATIONAL QUALITY: AN EMPIRICAL STUDY IN THE HOSPITALITY INDUSTRY IN JAKARTA

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dc.contributor.author Setiadi, Roby
dc.date.accessioned 2022-02-11T06:40:25Z
dc.date.available 2022-02-11T06:40:25Z
dc.date.issued 2018-11-15
dc.identifier.isbn 979-26-0284-4
dc.identifier.isbn 979-26-0284-4
dc.identifier.uri http://repository.umus.ac.id/xmlui/handle/123456789/41
dc.description.abstract 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. en_US
dc.publisher ISBS en_US
dc.subject :customer database management en_US
dc.subject utilization of social media marketing en_US
dc.subject adaptation of customer tastes en_US
dc.title UTILIZATION OF SOCIAL MEDIA MARKETING AND CUSTOMIZED RELATIONAL QUALITY: AN EMPIRICAL STUDY IN THE HOSPITALITY INDUSTRY IN JAKARTA en_US
dc.type Other en_US


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