Innovative Marketing Strategies to Increase User Satisfaction with Hotel Booking Apps and Transform them into Loyal Users in Iran

Document Type : Innovation

Authors

1 Master of E-Commerce, Department of Financial Management, Faculty of Management and Economics, University of Sistan and Baluchestan, Zahedan, Iran

2 Assistant Professor, Department of Financial Management, Faculty of Management and Economics, University of Sistan and Baluchestan, Zahedan, Iran

10.22080/jem.2024.27004.3927

Abstract

Customer loyalty is an effective and profitable investment for service companies. The present study aims to provide innovative marketing strategies to increase user satisfaction with hotel booking apps and transform them into loyal users in Iran. In this research, the survey method was used to collect data, and the correlation method was used to analyze the data. The statistical population of this study was people who had installed mobile booking apps for Iranian hotels on their mobile phones. A total of 384 of these individuals were selected as the sample using Cochran's formula. A questionnaire based on the Likert scale was used to collect information, and standard descriptive tests and structural equation modeling based on Smart-Pls software were used to analyze the data. Findings obtained from the present study reveal that innovative marketing strategies, with a coefficient of 0.687, increase user satisfaction, and with a coefficient of 0.276, increase loyalty. User satisfaction, with a coefficient of 0.566, also affects loyalty. Innovative marketing strategies in hotel booking apps increase user satisfaction with these apps and turn ordinary users of these apps into loyal users.

Keywords

Main Subjects

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History

  • Receive Date: 17 April 2024
  • Revise Date: 29 June 2024
  • Accept Date: 27 August 2024

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