Digital Marketing Capabilities and their Role in Enhancing Customer Expectations Management/ A descriptive study of the opinions of a sample of administrative leaders in a number of hotels in the Kurdistan region of Iraq
DOI:
https://doi.org/10.25007/ajnu.v13n1a1728Abstract
The research aims to determine the capabilities of digital marketing and its role in enhancing the management of customer expectations among the administrative leaders in a number of hotels in the Kurdistan region of Iraq. The research presented a theoretical framework dealing with the variables of digital marketing capabilities and managing customer expectations, and a field framework in order to identify the nature of the correlation and influence between digital marketing capabilities as an independent variable and managing customer expectations as a dependent variable. This prompted the researchers to formulate a number of main hypotheses, and these hypotheses were tested through the use of a set of statistical and analytical methods for a sample consisting of (75 ) respondents, and the research reached a set of conclusions, most notably: It requires managers in the surveyed hotel organizations to experiment with new ways to deal with Customers, suppliers and channel members, which technology allows digital organizations to obtain greater and immediate access to suppliers and customers. Among the most important suggestions that came out of the research: With the development of digital technology in changing the business landscape, the managers of the surveyed hotel organizations sample should develop and update digital marketing capabilities as dynamic capabilities directed towards sensing processes New digital market trends and management of customers, suppliers and channel members at the same time.
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