Paper Details

The integration of social media into Customer Relationship Management (CRM) has fundamentally transformed how hospitality organizations engage with their customers. This investigation looks into the inferences of social media for CRM practices within the hospitality industry, focusing on the emergence of Social CRM (SCRM)—a framework that leverages social platforms for real-time interaction, data-driven personalization, and co-creation of value. Illustration on recent conceptual and empirical literature, this review analyses how social media enhances customer engagement, facilitates service recovery, and strengthens brand reputation. It also examines the critical challenges associated with SCRM adoption, including data privacy concerns, technological integration complexities, and workforce skill deficiencies. The findings suggest that while SCRM provides strategic benefits such as enhanced guest satisfaction, loyalty, and competitive differentiation, its effective implementation depends on managerial commitment, analytical competence, and ethical data governance. Furthermore, emerging technologies—including artificial intelligence, influencer marketing, and sentiment analysis—are reshaping CRM paradigms and offering new avenues for innovation. This study come up with the under way discussions on digital transformation in hospitality by synthesizing contemporary exploration and recognizing future directions for taking advantage of social media to improve relationship management and consumer knowledge in an increasingly connected service environment.

Social media, Customer Relationship Management, Hospitality Industry