Expected benefit of social media adoption by travel agencies
| SD | ||
|---|---|---|
| Improving the brand image | 4.401 | 0.884 |
| Improvement of promotional activities effectiveness | 4.160 | 0.950 |
| Providing customer assistance during the holiday | 4.106 | 1.088 |
| Creating a community with customers | 4.082 | 1.032 |
| Improvement of the customer interaction (Co-creation of value) | 3.943 | 1.042 |
| Personalization of the offer | 3.851 | 1.141 |
| Improvement of the quality and accuracy of customer information | 3.851 | 1.090 |
| Increase in turnover | 3.826 | 1.068 |
| Collecting customers' data | 3.645 | 1.223 |
| Improvement of customer satisfaction | 3.638 | 1.102 |
| Improvement of customer loyalty | 3.560 | 1.159 |
| Selling holiday packages online | 3.284 | 1.309 |
| SD | ||
|---|---|---|
| Improving the brand image | 4.401 | 0.884 |
| Improvement of promotional activities effectiveness | 4.160 | 0.950 |
| Providing customer assistance during the holiday | 4.106 | 1.088 |
| Creating a community with customers | 4.082 | 1.032 |
| Improvement of the customer interaction (Co-creation of value) | 3.943 | 1.042 |
| Personalization of the offer | 3.851 | 1.141 |
| Improvement of the quality and accuracy of customer information | 3.851 | 1.090 |
| Increase in turnover | 3.826 | 1.068 |
| Collecting customers' data | 3.645 | 1.223 |
| Improvement of customer satisfaction | 3.638 | 1.102 |
| Improvement of customer loyalty | 3.560 | 1.159 |
| Selling holiday packages online | 3.284 | 1.309 |
Source(s): Table by authors
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