Résumé:
The aim of this study is to investigate the contribution of creative marketing to enhancing
customer satisfaction, by applying the study to a sample of customers from the four-star “la
Vallée”Hotel in Chlef. The descriptive analytical approach was used to present various
concepts related to the topic. The sample consisted of 200 customers, with 104 questionnaires
deemed valid for study. The data were analyzed using the Statistical Package for Social
Sciences (SPSS), employing the following statistical methods: mean averages, standard
deviation, percentages, frequencies, Cronbach's alpha test, Chi-square test, one-way ANOVA,
T-test, and Scheffe test.
The study reached the conclusion that there is a statistically significant effect of the
dimensions of creative marketing on customer satisfaction. Creative marketing enhances the
strategic position of organizations and their ability to innovate, and significant marketing
innovations can transform perceptions into actual satisfaction. The results also showed
statistically significant differences in customer satisfaction at “la Vallée”Hotel in Chlef
attributed to the variables of age and length of stay. Conversely, the study indicated that there
are no statistically significant differences in customer satisfaction attributed to the variables of
gender, income, educational level, and marital status.
The study recommended encouraging employees to propose creative ideas in customer
service, providing training programs to enhance creative thinking skills within the team, and
encouraging hotels to adopt modern technology in managing their operations and offering
innovative services that meet the evolving needs and expectations of guests. Additionally,
there is a need to support research and development in the hospitality sector to find new
solutions that contribute to improving performance and enhancing sustainability, as well as
improving and preparing the internal environment of the hotel to raise the level of customer
satisfaction with the services provided.
