Social Data and Relationship Quality: The mediating role of Customer Expectations Matter. Empirical Evidence from Five-Star Hotels in Nairobi, Kenya

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