Gender Based Analysis of Customers' Satisfaction in Norwegian Hotels' Social Medias

Abstract

As one of the most popular psychological topics in business, satisfaction has recently drawn meticulous attention in tourism research. Same as psychological phenomena, technological improvements have found their ways to leisure and tourism industry. Since service is intangible in nature, it is impossible to provide leisure seekers with available opportunities to experience it in advance of purchasing. In such a cases social media has potentials to aid marketing managers to present their facilities and capacities to customers in order to ensure them. Furthermore, managers by customizing and personalizing messages in social media can gain more customers’ attention and satisfaction. Taking to consideration the effects of these two aspects, this study aims to specifically focuses on differences between importance of messages characteristics while comparing two gender groups, male and female. Empirical part this study was conducted in June and July of 2020. Due to upcoming situation caused by Corona Virus during conduct of this study, it was decided to obtain data through online questionnaire distributed in Facebook groups. Responses were made on a 7 point Likert scale ranging from strongly disagree to strongly agree. The finding based on 87 respondents’ opinions shows that males and females are different in three elements of satisfaction. For all these elements namely usefulness of content, usefulness of images and timeless of concepts females had more sensitivity in comparison to males. This notion can aid Norwegian hotels to customize their messages more efficiently for females and adjust their CRM strategies with females needs. Moreover, results demonstrated that price has more importance in elderlies comparing to younger users. As result, hotel managers should devote more attention to their older customers regarding their financial concerns.