مساهمة التسويق الابداعي في تعزيز رضا عملاء الفنادق المصنفة بالجزائر - دراسة ميدانية لعينة من الفنادق أربعة نجوم

Abstract

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.