Increasing Customer Loyalty in Internet Marketing

Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 298)

Abstract

In recent years, with rapid development of social networking websites, more and more travelers make their travel and accommodation decisions by referring to online comments (electronic word of mouth). It’s especially true for the customers who live in bed and breakfast. But, due to the limited marketing budget, a bed and breakfast (B&B) enterprise needs an effective and cheap to promote their products and services through internet marketing. Social media marketing could one of cheap and powerful internet advertising channels. However, most of bed and breakfast enterprises lack sufficient human resource and time to interact to the online users of social networking websites. Moreover, there are lots of social media marketing techniques, but we don’t know which one is crucial for a bed and breakfast enterprise. Therefore, this study aims to define the key factors of social media marketing, and then use decision tree to identify the important factors for increasing customers’ loyalty. A survey of social media marketing in Facebook will be provided to demonstrate the effectiveness of our utilized methods.

Keywords

Internet Marketing Electronic Word of Mouth Decision Trees Feature Selection 

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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  1. 1.Department of Information ManagementChaoyang University of TechnologyTaichungTaiwan

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