Using Social Media to Manage Customer Expectations and Quality Perceptions in the Hospitality Industry

Abstract

The hospitality sector is a big contributor to the Indian economy. According to a recent report by KPMG, the Indian hospitality industry is projected to grow at 16.1% CAGR to reach Rs 2,796.9 thousand crore in 2022. The hospitality sector provides jobs to a large number of people and defines a service sector which is growing in popularity with an increase in incomes across the middle class and an increasing desire to indulge in entertainment and related activities. This chapter details the factors influencing consumer expectations from the service industry and helps in understanding the usage of social media to manage customer expectations and perceptions of quality. It also aims at identifying ways to use social media to plug service quality gaps and increase consumer loyalty. The chapter also explores the appropriate advertising appeals that should be used by the hospitality industry on social media.