The Impact of Green Marketing on customers’ satisfaction: An Empirical Study on Customers of a Sample of Hotels in Baghdad
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Abstract
The study sought to determine the effect of green marketing practices on customer satisfaction through an empirical study on hotel customers in the city of Baghdad i.e (Babylon Hotel, Baghdad International Hotel, Taj Hotel). The problem of the study is that the green or environmentally friendly practices applied in the hotel industry around the world are constantly evolving, as hotel customers are becoming more aware of environmental issues and demand products and services that not only meet their needs but are also environmentally friendly. In this context, data was collected by applying a questionnaire to 389 clients staying at Babel, Baghdad International and Taj Hotel in Baghdad, Iraq. Descriptive analysis, factor analysis, and multiple linear regression analyzing were used to analyze the data. The study concluded that energy saving, air quality management, water saving, recycling and waste management have a significant impact on customer satisfaction in hotels.
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