Abstract:

In this study, the effect of emoji use on customer satisfaction in accommodation businesses in the context of relational marketing was investigated. The questionnaires were applied to the customers selected by the Convenience sampling method in 5-star accommodation facilities in Konya, and because of the examinations and selections, 214 questionnaires were found suitable for evaluation. The collected data were classified, and Chi-square significance, correlation and frequency distribution analyzes were applied. In addition, when the results obtained by considering statistical indicators such as mean, median, and standard deviation are evaluated holistically; It has been revealed that women use emojis more frequently than men, young people more often than old people, and those with a higher education level than those with low levels in social media and messages. Considering the customer profile in accommodation establishments, the fact that their rooms, equipment, indoor and outdoor spaces are covered with various emojis; It has been determined that it will create a friendly and warm environment and provide service differentiation. Therefore, it has been seen that emoji applications are a marketing strategy that will increase customer satisfaction and strengthen the brand image. However, in terms of creating a structural bond improves the quality of relations with customers and sustainability of emoji marketing practice, it is important to use emojis correctly, place them in rooms suitable for customers' personal information, receive continuous feedback from customers and make updates.

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