Enhancing Customer Satisfaction through Social Media

The purpose of this research is to determine the impact of utilizing social media to increase customer satisfaction. To address the study's questions and evaluate hypotheses, a quantitative technique was adopted to answer questions and to test hypotheses. About 500 questionnaires were distributed using the Simple Random Sample technique to achieve the research purposes in Jordan using Vitas Company as case study. 392 questionnaires were valid for analysis, based on the Statistical Package for Social Sciences (SPSS. V.25) and (AMOS) software. The findings of the research revealed that there is a significantly positive impact of social media usage on customer satisfaction. The research results confirmed the importance of using multichannel of social media to enhance customer satisfaction and increase their loyalty and recommended managers concentrate and maintain the use of social media for providing unique services and responding to customers’ inquiries in a timely manner. Additionally, the research showed the need to expand the usage of Twitter and Instagram for marketing purposes, and seeking services that exceed customer expectations and recruiting and properly training qualified staff in the social media department. Finally, companies should pay attention to customers' opinions through comments on posts and social media chat messages, because it has a positive role in improving the customer feedback process.