تأثير أبعاد التسويق التفاعلي على رضا العملاء دراسة تطبيقية على عينة من نزلاء فندق طرطوس الكبير

Abstract

The aim of this research was to investigate the impact of interactive marketing across its dimensions (trust, commitment, interaction, two-way communication, and service quality) on customer satisfaction. This research was conducted on a sample of guests at the Grand Tartous Hotel. A total of 300 questionnaires were distributed to a convenient sample, from which 178 responses were returned, all of which were valid for the study.

The researcher adopted a descriptive analytical approach, drawing on books, references, and periodicals to develop the theoretical framework. SPSS v.24 was used to analyze the collected data. The researcher concluded that the combined dimensions of interactive marketing had a significant impact on customer satisfaction among the study sample. Among the recommendations were the need to strengthen the dimensions of interactive marketing, focusing on those with the least impact, and adopting effective communication methods based on modern technology.