The Role of Electronic Marketing in Enhancing Customer Satisfaction within Hotel Institutions: A Field Study of Customers of Al-Aziz Hotel in Theniet El Had, Tissemsilt Province

Abstract

This study aims to investigate the role of electronic marketing in enhancing customer satisfaction within hotel institutions, taking Al-Aziz Hotel in the municipality of Theniet El Had (Tissemsilt Province) as a field study. To achieve this objective, the study adopted the descriptive-analytical method, targeting a purposive sample of (30) customers staying at the hotel, and using a questionnaire as the main tool for data collection. The data were statistically processed using the Statistical Package for the Social Sciences (SPSS V26).

The study reached a number of results, the most prominent of which is the existence of a statistically significant effect at the significance level (α ≤ 0.05) of the electronic marketing mix elements in achieving customer satisfaction. This positive effect is limited to the dimensions of electronic pricing and electronic distribution. Conversely, the results showed no statistically significant effect of the dimensions of electronic product, electronic promotion, and information privacy and security on customer satisfaction in the institution under study.