Role of Social Media Engagement in Building Customer Trust and Brand Loyalty in Telecom Services

Abstract

Particularly for married women workers juggling professional and family duties, the hotel industry's lengthy and irregular working hours, heavy workload, and demanding schedules make it very difficult to achieve work-life balance (WLB). This research focuses on married women in the hotel industry in Mumbai, India, and seeks to understand how HR policies could improve WLB. The research used a mixed-methods strategy with a quantitative focus, gathering primary data from 370 participants via a structured questionnaire (Cronbach's Alpha = 0.913) and supplementing it with secondary sources. As far as demographics, workload, job flexibility, employer assistance, work interference, and family support were concerned, non-parametric statistical methods such as the Kruskal-Wallis H test, Mann-Whitney U test, and Spearman's rho correlation were used to analyse the data. In addition to better wages and more experience, the results show that WLB satisfaction is greatly enhanced by flexible working hours and the availability of childcare and family support services. But working long hours (>10 hours for 72.7% of respondents), working overtime (80% of respondents), and having work interfere with personal time (67.9% of respondents) causes a lot of worry and shame (70% of respondents express regular stress). Unanticipated beneficial correlations between greater control over one's schedule and happiness highlight changes unique to certain industries. The study highlights the importance of HR practices that help married women in this high-pressure sector. These practices include flexible scheduling, supportive leave policies, wellness programs, and empathy for family commitments. By implementing these strategies, organisations can reduce turnover, improve well-being, and increase organisational commitment. Policy changes and organisational interventions are among the suggestions for long-term WLB sustainability.