Abstract:
The study’s main purpose was to establish the effects of social data and customer expectations on
relationship quality in selected hotels in Nairobi, Kenya. The study utilized an explanatory research
design with a target population of 987,883 customers from online hotel check-ins for 5 years, from
three five-star rated hotels in Nairobi purposively selected. A sample size of 400 was selected
using simple random sampling. Data was collected from customers using a structured
questionnaire. Quantitative data were analyzed using the Structural Equation Model (SEM).
Findings showed that the final SEM model explained 59% of relationship quality, with R2 (0.59,
p=0.000<0.05), and was fit (RMSEA=0.047). The results indicated a positive and significant effect
of social data on relationship quality in hotels. Further, customer expectations partly mediated the
relationship between social data information and hotel relationship quality. The study concludes
that social data as a dimension of social customer relationship management significantly affect
relationship quality through customer expectations. From a managerial perspective, hotels should
prioritize the utilization of social data as a key dimension of social customer relationship
management (CRM) to enhance relationship quality. Policymakers should establish regulations to
protect customer privacy while facilitating the responsible use of social data in the hospitality
industry. The study contributes to theoretical understanding by highlighting the mediating role of
customer expectations in the relationship between social data and relationship quality. Further
research can explore additional moderating or mediating factors, such as customer engagement or
the influence of different social media platforms, to deepen our understanding of social CRM
dynamics in the hotel industry.
Keywords: Social Data, Customer Expectations, Relationship Quality, Social Customer
Relationship Management
