Digital Marketing and Social CRM effect to decision for booking the accommodation via Online System of the user in Lampang Province in New Normal

Abstract

This study was aimed to study the digital marketing and social CRM effect users’ decision for booking the accommodation via online system in Lampang province in new normal. as to seek the management direction on aforementioned matters, enabled to stimulate and encourage the service users making decisions via online accommodation booking system. Quantitative Research while gathering data through online system. Accidental sampling was employed with 400 informants. Statistical techniques used included frequency, percentage, average, standard deviation and Multiple Regression Analysis. Research findings were as followed. 1) As for Social of Customer Relationship Management, it is focused more on Customer Relationship Management rather than Social network. 2) The outcomes also displayed the effect of 3 aspects of marketing factors on users’ decision-making, classifying from the highest to the lowest outcomes, namely digital marketing promotion, digital advertising and digital public relations, respectively. With statistical significance at the .05 level 3) Testing hypothesis results indicated that 2 marketing aspects had affected on the users’ decision-making, CRM effecting more on decision-making than online system. As for Social of Customer Relationship Management, it is focused more on Customer Relationship Management rather than Social Network. Then, the hotel accommodation business should pay more attention to marketing promotion via online system due to the heaviest impact on assessing alternatives prior to users’ decision-making.