دور التسويق التفاعلي الرقمي في تحسين تجربة العميل-

Abstract

The goal of this study, which addressed the topic of "The Role of Digital Interactive Marketing in Improving Customer Experience - A Case Study of the Park Mall Hotel in Setif" is to show that digital transformation has become a key factor in reshaping the mechanisms of dynamic interaction and exchange between hotel establishments and their guests. This study aimed to shed light on how the dimensions of digital interactive marketing (two-way communications, electronic readiness, continuous updating, effective control, and digital complaint systems) can be employed to enhance and upgrade the overall customer experience across its comprehensive psychological and behavioral dimensions (sensory, emotional, cognitive, behavioral, and social), which in turn positively impacts the perceived quality of service and customer satisfaction. To achieve the objectives of the study and test its hypotheses, a descriptive-analytical approach was adopted. An electronic questionnaire was designed and distributed to a convenience sample of 183 customers of the hotel, supplemented by an interview with the marketing management. The collected data was statistically analyzed using the SPSS (v26) software. The study recommended the need to strengthen continuous digital interaction strategies, upgrade the efficiency and visual appeal of the hotel's electronic platforms, and ensure rapid, personalized responses to guest complaints and feedback within the digital environment, thereby deepening customers' emotional and sensory attachment and improving the hotel's competitive brand image.