Senika Dewnarain

University of Birmingham · Marketing

This initial qualitative study used in-depth interview data from students to examine their perceptions of ChatGPT and intentions regarding using artificial intelligence (AI) in higher education. The students were sampled across business programmes at both the undergraduate and postgraduate levels at an International University in the UAE. As of mid...

This initial qualitative study used in-depth interview data from students to examine their perceptions of ChatGPT and intentions regarding using artificial intelligence (AI) in higher education. The students were sampled across business programmes at both the undergraduate and postgraduate levels at an International University in the UAE. As of mid...

Often described as a fertile field for entrepreneurial endeavours, tourism empowers women by providing them with income generating opportunities through small and medium enterprises. The objectives of this chapter are three-fold. Firstly, it explores which factors drive the individual entrepreneurial orientation of women to achieve a tourism entrep...

The study examines seven key dimensions of online customer engagement behaviour and uses these to build ideal and baseline profiles. This ensures verbal and statistical correspondence. This approach allows identification of critical customer engagement behaviour to invest in and which one to invest in for maintenance. The study finds that deviating...

This paper examines the impact of social customer relationship management (SCRM) and customer engagement on profitability in the hospitality industry amidst the COVID-19 crisis. It highlights the need for hoteliers to retain employees and maintain service assurance. The study identifies hedonic value as predominant in hospitality services but notes...

While the construct customer brand engagement is gaining magnitude in hospitality studies, this study establishes positive word of mouth and brand loyalty as relevant outcomes of customer brand engagement. It proposes and empirically tests a model which is underpinned by social customer relationship management theory. By means of survey questionnai...

The availability of many social networking sites such as Facebook, Twitter, YouTube and online review sites such as Trip Advisor has led to the emergence of a new concept known as social customer relationship management (SCRM) or CRM 2.0. This is defined as a business strategy of engaging customers through social media with the goal of building tru...

While research on the implementation of SCRM is trending in the manufacturing sector, there is scant research available on this phenomenon in the travel and tourism industry. The aim of this study is to examine how hotels could use social media tools for customer relationship management to increase business profitability. Semi-structured in-depth i...

In recent years, the concept of customer relationship management (CRM) has undergone a major change from being a strategy that focused solely on establishing financial bonds with customers to one that promotes both transactional and interactional relationships with customers. This has given rise to a new form of CRM which is known as social custome...

While social media marketing and more particularly social commerce, are trending topics in the hospitality industry worldwide, it is worth noting that there is a dearth in literature available on social media practices in small island development states. Therefore, the aim of this paper is to examine how hotels in Mauritius are using different soci...