Impact of social media on customer satisfaction Case Study 2022
The dissertation module enables the students to carry out an extended piece of research that deals with a strategic issue in the work-place.
64 Pages19508 Words14 Views
Added on 2022-10-01
Impact of social media on customer satisfaction Case Study 2022
The dissertation module enables the students to carry out an extended piece of research that deals with a strategic issue in the work-place.
Added on 2022-10-01
ShareRelated Documents
Running head: AIRBNB
The impact of social media on customer satisfaction: The case of Airbnb
STUDENT NAME
Project submitted in part fulfilment of the Master of Business Administration
Bolton Business School
The University of Bolton – 31/12/2019
The impact of social media on customer satisfaction: The case of Airbnb
STUDENT NAME
Project submitted in part fulfilment of the Master of Business Administration
Bolton Business School
The University of Bolton – 31/12/2019
AIRBNB1
Executive Summary
The paper is based on finding the influence of the social media marketing strategy on the
customer satisfaction. The case study of Airbnb has been selected for this. The study follows a
comprehensive format whereby the paper has been divided into various sections with each
section focusing on a different part of the chapter. The paper begins with an introduction which
sets down the objectives of the study and also provides a considerate background of the
enterprise which has been selected for the research. In consideration with this, the second chapter
is the Literature review chapter focuses on the different theories related to the Customer
satisfaction theories and related Social media marketing strategies. The study has also built a
conceptual framework with the help of which the study can be carried out. The Research
methodology chapter focuses on the various research methods which have been adopted for the
study. This research methodology has recommended that, the study will be using the Primary
Quantitative technique of research. In consideration with this, the fourth chapter thereby focuses
on the Findings, Results as well as the Discussion of the outcomes of the study and the survey.
The last chapter has concluded the study and certain recommendations have been provided with
respect to the same. It was found that the social media marketing strategy and presence of Airbnb
has a strong effect on the customer satisfaction.
Executive Summary
The paper is based on finding the influence of the social media marketing strategy on the
customer satisfaction. The case study of Airbnb has been selected for this. The study follows a
comprehensive format whereby the paper has been divided into various sections with each
section focusing on a different part of the chapter. The paper begins with an introduction which
sets down the objectives of the study and also provides a considerate background of the
enterprise which has been selected for the research. In consideration with this, the second chapter
is the Literature review chapter focuses on the different theories related to the Customer
satisfaction theories and related Social media marketing strategies. The study has also built a
conceptual framework with the help of which the study can be carried out. The Research
methodology chapter focuses on the various research methods which have been adopted for the
study. This research methodology has recommended that, the study will be using the Primary
Quantitative technique of research. In consideration with this, the fourth chapter thereby focuses
on the Findings, Results as well as the Discussion of the outcomes of the study and the survey.
The last chapter has concluded the study and certain recommendations have been provided with
respect to the same. It was found that the social media marketing strategy and presence of Airbnb
has a strong effect on the customer satisfaction.
AIRBNB2
Table of Contents
Chapter 1: Introduction....................................................................................................................6
Overview......................................................................................................................................6
Background..................................................................................................................................6
About Airbnb...............................................................................................................................7
Problem statement.......................................................................................................................8
Research aim................................................................................................................................8
Research Objectives.....................................................................................................................8
Research Questions......................................................................................................................9
Hypothesis...................................................................................................................................9
Research rationale........................................................................................................................9
Structure of the Paper................................................................................................................10
Chapter 2: Literature review..........................................................................................................11
Introduction....................................................................................................................................11
Social media marketing.................................................................................................................12
Social media in the hospitality industry.........................................................................................13
Online reviews and Hotel services................................................................................................15
Consumer satisfaction....................................................................................................................17
Impact of social media marketing on consumer satisfaction.........................................................21
Conceptual Framework..................................................................................................................22
Table of Contents
Chapter 1: Introduction....................................................................................................................6
Overview......................................................................................................................................6
Background..................................................................................................................................6
About Airbnb...............................................................................................................................7
Problem statement.......................................................................................................................8
Research aim................................................................................................................................8
Research Objectives.....................................................................................................................8
Research Questions......................................................................................................................9
Hypothesis...................................................................................................................................9
Research rationale........................................................................................................................9
Structure of the Paper................................................................................................................10
Chapter 2: Literature review..........................................................................................................11
Introduction....................................................................................................................................11
Social media marketing.................................................................................................................12
Social media in the hospitality industry.........................................................................................13
Online reviews and Hotel services................................................................................................15
Consumer satisfaction....................................................................................................................17
Impact of social media marketing on consumer satisfaction.........................................................21
Conceptual Framework..................................................................................................................22
AIRBNB3
Literature gap.................................................................................................................................22
Summary........................................................................................................................................23
Chapter 3: Methodology................................................................................................................25
Overview....................................................................................................................................25
Research Philosophy..................................................................................................................25
Research Approach....................................................................................................................26
Research Design........................................................................................................................26
Data collection procedure..........................................................................................................26
Data analysis..............................................................................................................................27
Research strategy.......................................................................................................................27
Sampling technique...................................................................................................................28
Ethical considerations................................................................................................................29
Conclusion.................................................................................................................................29
Chapter 4: Findings, Analysis and Discussion..............................................................................31
Overview....................................................................................................................................31
Descriptive Statistics.................................................................................................................31
Inferential Statistics...................................................................................................................41
Reliability and Validity..............................................................................................................41
Correlation.................................................................................................................................42
Correlation between aspects of the Dependent Variable- Customer Satisfaction.....................43
Literature gap.................................................................................................................................22
Summary........................................................................................................................................23
Chapter 3: Methodology................................................................................................................25
Overview....................................................................................................................................25
Research Philosophy..................................................................................................................25
Research Approach....................................................................................................................26
Research Design........................................................................................................................26
Data collection procedure..........................................................................................................26
Data analysis..............................................................................................................................27
Research strategy.......................................................................................................................27
Sampling technique...................................................................................................................28
Ethical considerations................................................................................................................29
Conclusion.................................................................................................................................29
Chapter 4: Findings, Analysis and Discussion..............................................................................31
Overview....................................................................................................................................31
Descriptive Statistics.................................................................................................................31
Inferential Statistics...................................................................................................................41
Reliability and Validity..............................................................................................................41
Correlation.................................................................................................................................42
Correlation between aspects of the Dependent Variable- Customer Satisfaction.....................43
AIRBNB4
Correlation between aspects of the Independent Variable- Social Media.................................44
Regression..................................................................................................................................45
Hypothesis testing......................................................................................................................48
Findings.....................................................................................................................................48
Discussion..................................................................................................................................49
Summary....................................................................................................................................51
Chapter 5: Conclusion and Recommendations..............................................................................51
Overview....................................................................................................................................51
Linking to Objectives................................................................................................................52
Limitations of the study.............................................................................................................53
Future scope...............................................................................................................................54
Recommendations......................................................................................................................54
References......................................................................................................................................58
List of Figures
Figure 1: Conceptual Framework..................................................................................................23
Figure 2..........................................................................................................................................33
Figure 3..........................................................................................................................................34
Figure 4..........................................................................................................................................36
Figure 5..........................................................................................................................................37
Figure 6..........................................................................................................................................38
Figure 7..........................................................................................................................................40
Figure 8..........................................................................................................................................42
Correlation between aspects of the Independent Variable- Social Media.................................44
Regression..................................................................................................................................45
Hypothesis testing......................................................................................................................48
Findings.....................................................................................................................................48
Discussion..................................................................................................................................49
Summary....................................................................................................................................51
Chapter 5: Conclusion and Recommendations..............................................................................51
Overview....................................................................................................................................51
Linking to Objectives................................................................................................................52
Limitations of the study.............................................................................................................53
Future scope...............................................................................................................................54
Recommendations......................................................................................................................54
References......................................................................................................................................58
List of Figures
Figure 1: Conceptual Framework..................................................................................................23
Figure 2..........................................................................................................................................33
Figure 3..........................................................................................................................................34
Figure 4..........................................................................................................................................36
Figure 5..........................................................................................................................................37
Figure 6..........................................................................................................................................38
Figure 7..........................................................................................................................................40
Figure 8..........................................................................................................................................42
AIRBNB5
List of Tables
Table 1...........................................................................................................................................32
Table 2...........................................................................................................................................33
Table 3...........................................................................................................................................34
Table 4...........................................................................................................................................36
Table 5...........................................................................................................................................37
Table 6...........................................................................................................................................39
Table 7...........................................................................................................................................40
Table 8...........................................................................................................................................42
Table 9...........................................................................................................................................42
Table 10.........................................................................................................................................44
Table 11.........................................................................................................................................45
Table 12.........................................................................................................................................46
Table 13.........................................................................................................................................47
Table 14.........................................................................................................................................48
List of Tables
Table 1...........................................................................................................................................32
Table 2...........................................................................................................................................33
Table 3...........................................................................................................................................34
Table 4...........................................................................................................................................36
Table 5...........................................................................................................................................37
Table 6...........................................................................................................................................39
Table 7...........................................................................................................................................40
Table 8...........................................................................................................................................42
Table 9...........................................................................................................................................42
Table 10.........................................................................................................................................44
Table 11.........................................................................................................................................45
Table 12.........................................................................................................................................46
Table 13.........................................................................................................................................47
Table 14.........................................................................................................................................48
AIRBNB6
Chapter 1: Introduction
Overview
The social media platforms have become a popular choice for the different enterprises
who want to carry out their operations in a manner such that they will be able to improve the
sales of the firm (Aijing, Terui and Kannan 2016). Additionally, they will also be able to satisfy
the different customers by meeting with their queries and other related needs. Customer
satisfaction can be described as how the various customers in an organization will be able to
fulfill all their requirements and additionally will also be able to see to it that they can engage in
a fruitful relationship with the organization. Previously, the various methods of service delivery,
the pricing, the location of the firm and other such parameters were considered to be of utmost
importance and had a significant role to play in determining the manner in which a customer
needs could be met with but currently, that spot has been taken up by the social media capability
of the firm (Alalwan et al. 2017). These days the social media is being categorized as the best
medium of communication with the customers and the method through which the firm will be
able to put up promotional plans and other deals which would thereby satisfy these customers to
a greater extent. Hence, in this study, the case of Airbnb is being adopted to assess how social
media generally influences customer satisfaction.
Background
The social media is a computer-mediated technology that tends to facilitate the overall
creation as well as the sharing of ideas, career interests and other expression formats that take
place via the networks and related virtual communities. Additionally, certain features of social
media make it unique. This comprises of the fact that it is a web 2.0 based Internet-based
applications, focusing mostly on the user-generated content and tends to rely on how the users
tend to create the service-specific profile as well as identities for the website or the applications.
This then focuses on the connectivity and communication aims of the users with those of the
other groups which are present.
Chapter 1: Introduction
Overview
The social media platforms have become a popular choice for the different enterprises
who want to carry out their operations in a manner such that they will be able to improve the
sales of the firm (Aijing, Terui and Kannan 2016). Additionally, they will also be able to satisfy
the different customers by meeting with their queries and other related needs. Customer
satisfaction can be described as how the various customers in an organization will be able to
fulfill all their requirements and additionally will also be able to see to it that they can engage in
a fruitful relationship with the organization. Previously, the various methods of service delivery,
the pricing, the location of the firm and other such parameters were considered to be of utmost
importance and had a significant role to play in determining the manner in which a customer
needs could be met with but currently, that spot has been taken up by the social media capability
of the firm (Alalwan et al. 2017). These days the social media is being categorized as the best
medium of communication with the customers and the method through which the firm will be
able to put up promotional plans and other deals which would thereby satisfy these customers to
a greater extent. Hence, in this study, the case of Airbnb is being adopted to assess how social
media generally influences customer satisfaction.
Background
The social media is a computer-mediated technology that tends to facilitate the overall
creation as well as the sharing of ideas, career interests and other expression formats that take
place via the networks and related virtual communities. Additionally, certain features of social
media make it unique. This comprises of the fact that it is a web 2.0 based Internet-based
applications, focusing mostly on the user-generated content and tends to rely on how the users
tend to create the service-specific profile as well as identities for the website or the applications.
This then focuses on the connectivity and communication aims of the users with those of the
other groups which are present.
AIRBNB7
The various users generally tend to interact using these platforms. Examples of these
comprise of the Instagram, Facebook and Twitter. Additionally, the different enterprises have
been using these means to target the different potential customers and to interact with them
effectively to certify that they will be able to meet with their needs and engage in user interaction
with them. An excellent social media presence of any company is often used as a medium, with
the help of which an enterprise will be necessarily able to satisfy the customers (Ali and Raza
2017).
Customer satisfaction can be mentioned to be a degree or a metric that is usually made
use of to determine whether a particular customer is substantially satisfied with a product or a
service. It needs to be the aim of the firm to ensure that the organization will be able to satisfy
the different customers who are present. The knowledge about customer satisfaction helps in
understanding the extent to which a particular customer is happy with the different brand
offerings and the kind of feelings which the customer generally possesses about the organization
and its performance (Amin 2016). It is essential that the various enterprises can meet with the
needs of the different customers and that they are necessarily able to engage in an interaction
with them, which will ensure organizational success. Hence, concerning this, the study will focus
on the capability of Airbnb and how its presence on social media will influence the customer
satisfaction to a great extent.
About Airbnb
Airbnb was found in the year 2008, and it has aimed to create a society where the
different people can engage in an excellent travel opportunity that is authentic, local and diverse.
It also needs to be inclusive as well as sustainable in nature. The organization makes use of
various technical aspects with the help of which it can empower the different individuals around
the globe and allow them to monetize as well as unlock their spaces. Additionally, the
accommodation of Airbnb will also provide access to the varied customers who will then be
exposed to stay in more than 100000 cities as present in 191 countries around the globe. It is
with this experience that the firm is essentially able to offer unprecedented access to local
communities and thereby improve the travel experience. The organization functions on a people
to people platform based on which it comprises various hosts, guests, employees and the
The various users generally tend to interact using these platforms. Examples of these
comprise of the Instagram, Facebook and Twitter. Additionally, the different enterprises have
been using these means to target the different potential customers and to interact with them
effectively to certify that they will be able to meet with their needs and engage in user interaction
with them. An excellent social media presence of any company is often used as a medium, with
the help of which an enterprise will be necessarily able to satisfy the customers (Ali and Raza
2017).
Customer satisfaction can be mentioned to be a degree or a metric that is usually made
use of to determine whether a particular customer is substantially satisfied with a product or a
service. It needs to be the aim of the firm to ensure that the organization will be able to satisfy
the different customers who are present. The knowledge about customer satisfaction helps in
understanding the extent to which a particular customer is happy with the different brand
offerings and the kind of feelings which the customer generally possesses about the organization
and its performance (Amin 2016). It is essential that the various enterprises can meet with the
needs of the different customers and that they are necessarily able to engage in an interaction
with them, which will ensure organizational success. Hence, concerning this, the study will focus
on the capability of Airbnb and how its presence on social media will influence the customer
satisfaction to a great extent.
About Airbnb
Airbnb was found in the year 2008, and it has aimed to create a society where the
different people can engage in an excellent travel opportunity that is authentic, local and diverse.
It also needs to be inclusive as well as sustainable in nature. The organization makes use of
various technical aspects with the help of which it can empower the different individuals around
the globe and allow them to monetize as well as unlock their spaces. Additionally, the
accommodation of Airbnb will also provide access to the varied customers who will then be
exposed to stay in more than 100000 cities as present in 191 countries around the globe. It is
with this experience that the firm is essentially able to offer unprecedented access to local
communities and thereby improve the travel experience. The organization functions on a people
to people platform based on which it comprises various hosts, guests, employees and the
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Impact on Employee Retention PDFlg...
|98
|18225
|53
XXX in China: Marketing Strategies for Expansionlg...
|68
|16736
|25
MBA Project Dissertation 2022lg...
|64
|20487
|26
Factors Influencing E-Shoppers Satisfaction in First Tier Cities of Chinalg...
|67
|20565
|268
The Impact of Online Sales and Marketing on Sport Event in London Name of the Student Name of the University Author Note Acknowledgementlg...
|60
|12882
|102
China Emergence into Becoming a Global Commercial Leader and Its Economic Super Power to Influence the Global Economylg...
|66
|13309
|262