The Role of Marketing Automation in sustainable competitive advantage, An Analytical Study in Five Star Hotels in the City of Erbil
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Abstract
The research aims to investigate the influence of Marketing Automation (dependent variable) approaches on achieving sustainable competitive advantage (independent variable). In line with the research objectives, the research problem was articulated through several questions: what degree are five-star hotels in Erbil employing marketing automation strategies? Additionally, the study examines the relationship and impact of Marketing Automation on sustainable competitive advantage. Analytical descriptive techniques were employed by researchers. They provided detailed descriptions of the main and secondary variables, and explored the connections and effects among the research variables. The research population consisted of leaders in Five-star Hotels located in the city of Erbil. A total of 160 questionnaires were distributed, all of them being retrieved and utilized for the study. Hypotheses were tested using statistical techniques, specifically the computer application SPSS V.25.
The study yielded several significant findings. It revealed positive associations between Marketing Automation and sustainable competitive advantage at both macro and micro levels. Furthermore, at the macro level, the independent variable (Marketing Automation) demonstrated a positive impact on the dependent variable (sustainable competitive advantage) according to the study's indicators. The research also provided a set of recommendations, with a particular emphasis on Five Star Hotels in Erbil. It suggests that Five-star hotels must prioritize the adoption and integration of advanced marketing automation tools to optimize operations, improve customer targeting, and provide tailored guest experiences. Additionally, Implement Automation Throughout Departments: Broaden the advantages of marketing automation to encompass operations, sales, and customer service for a cohesive and effective strategy in enhancing visitor happiness. Enhance Sustainability Initiatives: Integrate marketing automation into sustainability initiatives by advocating for eco-friendly practices, enhancing resource efficiency, and conveying these efforts to guests to coincide with global trends.
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