أثر التسويق الرقمي على القيمة المدركة للعميل دراسة ميدانية على عملاء فنادق خمس نجوم في سورية

Abstract

This study aimed to demonstrate the impact of digital marketing dimensions: (Attract- Engage- Retain- Learn- Relate) on achieving perceived value for Client of five-star hotels in Syria. To achieve the aim of this study, a descriptive method was adopted. The study population included all Clients of five-star hotels in Syria, with a convenient sample of 384 clients being utilized. A questionnaire was used as the main tool for collecting primary data along. The data was analyzed using the statistical software SPSS, relying on a set of statistical tests.

The study reached a set of results, the most important of which are as follows:

There is a positive impact of all dimensions of digital marketing on achieving the perceived value for customers of five-star hotels. The determination coefficient reached R²=.334, explaining that digital marketing dimensions account for 33.4% of the variance in customer perceived value.

The study made several recommendations, the most important:

- Continuing to focus on all dimensions of digital marketing without favoring one over the other, while ensuring that digital marketing adoption reflects and responds to the real needs of customers to ensure its continuity and success.

- Continuing to emphasize the dimensions of perceived customer value by focusing on providing various high-quality services and creating an environment within the hotel that enhances guests' enjoyment and fosters social interaction among customers.