The Effect of Emoji Use on Customer Satisfaction in Hospitality Businesses: A Study in 5-Star Hotels

Year 2022, Volume: 24 Issue: 42, 310 - 324, 27.06.2022

Betül Garda

Abstract

In this study, the effect of emoji use on customer satisfaction in accommodation businesses in the context of relational marketing was investigated. The questionnaires were applied to the customers selected by the Convenience sampling method in 5-star accommodation facilities in Konya, and because of the examinations and selections, 214 questionnaires were found suitable for evaluation. The collected data were classified, and Chi-square significance, correlation and frequency distribution analyzes were applied. In addition, when the results obtained by considering statistical indicators such as mean, median, and standard deviation are evaluated holistically; It has been revealed that women use emojis more frequently than men, young people more often than old people, and those with a higher education level than those with low levels in social media and messages. Considering the customer profile in accommodation establishments, the fact that their rooms, equipment, indoor and outdoor spaces are covered with various emojis; It has been determined that it will create a friendly and warm environment and provide service differentiation. Therefore, it has been seen that emoji applications are a marketing strategy that will increase customer satisfaction and strengthen the brand image. However, in terms of creating a structural bond improves the quality of relations with customers and sustainability of emoji marketing practice, it is important to use emojis correctly, place them in rooms suitable for customers' personal information, receive continuous feedback from customers and make updates.

Keywords

Relationship Marketing, Emoji Marketing, Brand Image

Konaklama İşletmelerinde Emoji Kullanımının Müşteri Memnuniyetine Etkisi: 5 Yıldızlı Otellerde Bir Araştırma

Abstract

Bu çalışmada ilişkisel pazarlama bağlamında konaklama işletmelerinde emoji kullanımının müşteri memnuniyetine etkisi araştırılmıştır. Anketler Konya’da 5 Yıldızlı konaklama tesislerindeki basit örnekleme metodu ile seçilen müşterilere uygulanmış, yapılan inceleme ve ayıklamalar sonucunda 214 anket formu değerlendirmeye uygun bulunmuştur. Toplanan veriler sınıflandırılarak, Ki Kare anlamlılık, korelasyon, frekans dağılımı analizleri uygulanmıştır. Ayrıca ortalama, medyan, standart sapma gibi istatistiksel göstergeler de dikkate alınarak elde edilen sonuçlar bütünsel olarak değerlendirildiğinde; sosyal medyada ve mesajlarda emojileri kadınların erkeklerden, gençlerin yaşlılardan ve eğitim düzeyi yüksek olanların düşük olanlardan daha sık olarak kullandıkları ortaya çıkmıştır. Konaklama işletmelerindeki müşteri profili de dikkate alınarak odalarının, tabaklarının, iç ve dış mekanlarının çeşitli emojilerle kaplı olmasının; samimi ve sıcak bir ortam oluşturacağı ve hizmet farklılaştırması sağlayacağı tespit edilmiştir. Dolayısıyla emoji uygulamalarının müşteri memnuniyetini yükseltecek ve marka imajını güçlendirecek bir pazarlama strateji olduğu görülmüştür. Ancak müşterilerle ilişki kalitesini yükselten bir yapısal bağ oluşturulması ve pazarlama uygulamasının sürdürülebilirliği açısından emojilerin doğru şekilde kullanılması, müşterilerin demografik özelliklerine uygun odalara yerleştirilmesi, müşterilerden sürekli geri bildirim alınıp, gerekli güncellemelerin yapılması önem taşımaktadır.

Keywords

İlişkisel Pazarlama, Emoji Pazarlama, Marka İmajı

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