Abstract

The chapter develops and suggests a theoretical model aiming to determine the relationships among social media technologies, customer experience flow, customer relationship management, brand loyalty, word of mouth, firm performance, and customer engagement. The significant contributions of the chapter are expected to the theory of marketing communication and literature on the hospitality of customer relationship management (CRM). This chapter offers useful insights to hospitality practitioners about the benefits of positive consumer word of mouth behaviours and viable economic advantage like brand loyalty that can be the result of effective implementation of social customer relationship management (SCRM) strategy.