Social Media Communication and Behavioral Intention of Customers in Hospitality Industry: The Mediating Role Customer Satisfaction

作者：Anam Yasir, Ghulam Abid, Jawad Rahim Afridi, Natasha Saman Elahi Muhammad Farhan Asif · 发表于：International journal of entrepreneurship · 年份：2021 · 被引用次数：17 · 研究领域：Digital Marketing and Social Media、Technology Adoption and User Behaviour、Organizational and Employee Performance

Social media communication is considered to be an important predictor of the behavioral intention of customers in the hospitality industry. Despite the importance of this, our study examined indirect of the effect of restaurant generated and customers’ generated communication on social media on behavioral intention to visit restaurants through customer satisfaction towards restaurants in the hospitality industry of Pakistan. Data were analyzed by using PROCESS macro by Hayes on a sample of customers from various restaurants. Results show restaurant and customer generated communication on social media is positively associated with customer satisfaction and behavioral intention. Furthermore, customer satisfaction mediates restaurant-generated communication on social media and behavioral intention relationship as well as customer generated communication on social media and behavioral intention. The findings of this study strongly contribute towards a better understanding of social media communications in this modern world of web 2.0 and how this communication induces customer satisfaction to visit restaurants.