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Små hotell och deras arbete med sociala medier: En studie om kundcentrerad marknadsföring
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Smal hotels and their work with social media : A study about customer-centered marketing (English)
Abstract [sv]

Sociala medier har medfört en revolutionerande förändring av människors livsstil och grundligt även förändrat hur affärsverksamheter samspelar med sina kunder. Numera spelar sociala medier en viktig roll när det gäller att vara konkurrenskraftig på marknaden. Genom sociala medier kan organisationer komma närmare sina kunder och skapa goda relationer. Denna studie undersöker hur små hotell i Stockholms län arbetar med marknadsföring via sociala medier med fokus på kundcentrering. Studien utgår från en kvalitativ ansats. De insamlade datamaterialet består av nio intervjuer med respondenter från olika hotell. Med hjälp av tidigare forskning har skribenterna tagit fram en teoretisk syntes vilken beskriver sju punkter som handlar om arbetet med kundcentrerad marknadsföring via sociala medier. Den teoretiska syntesen har varit till hjälp i analyseringen av empirin. Resultatet visar att små hotell kommit långt i arbetet med kundcentrering med hjälp av sociala medier. Det visade sig att hotellen tar god hänsyn till kunders feedback som också tillämpas inom verksamhetens utveckling. Resultatet visar även att de små hotellen ser fler möjligheter inom sociala medier som de skulle kunna utveckla och arbeta mer med. 

Abstract [en]

Social media has brought a revolutionary change in people's lifestyles and has changed the interaction between businesses and their customers. Nowadays social media plays an important role when being competitive on the market. Through social media, organizations can come closer to their customers and create good relationships. This study research how small hotels in Stockholm County use marketing, through social media, as a tool when focusing on the customers. The study is based on a qualitative approach. The data collected consists of nine interviews with respondents from different hotels. With the help of previous research, the writers have developed a theoretical synthesis which describes seven points that deal with the work of customer-centered marketing, through social media. Theoretical synthesis has been helpful in the analysis of empiricism. The result shows that small hotels have come a long way in focusing on customer centering using social media. It turned out that the hotels take good care of customers feedback, that is also applied in the business development. The result also shows that the small hotels see more opportunities in social media that they could develop and continue to work with. 

Place, publisher, year, edition, pages
2018. , p. 45
Keywords [en]
Social media, Hotel, Marketing, Social CRM, Feedback
Keywords [sv]
Sociala medier, Hotell, Marknadsföring, Social CRM, Feedback
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:sh:diva-36113OAI: oai:DiVA.org:sh-36113DiVA, id: diva2:1240808
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-08-22 Created: 2018-08-22 Last updated: 2018-08-22Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf