Emotional marketing relationship in achieving customer delight: An exploratory research in the hotel sector
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Abstract
The research aims to analyze the relationship and the impact of emotional marketing on the customer’s happiness for Baghdad hotels, and the importance of the research is that it closed the gap clarifying the relationship between the study variables that had not been previously addressed (to the extent of the researcher’s knowledge). The research aims to try to formulate a conceptual model for the research variables to reach Inferences that reflect the actual reality of these concepts in the hotel sector, and to clarify the relationship between the research variables, two main hypotheses of correlation and influence were formulated. To the "Steven Thamison" equation, and to analyze the data, the statistical program (SPSS V.25), (Excel2020) was used. And the statistical methods used in the analysis (arithmetic mean, frequencies, coefficient of variation, standard deviation, significance index, Pearson correlation coefficient, and linear regression the simple). The researchers reached several conclusions according to the obtained results, the most important of which is that there are weaknesses in most hotels in the research, development and analysis department due to the environmental impact, many hotels lack a special department for these tasks, and they are delegated to employees of other departments in the hotel.
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