دور القدرات التسويقية في السلوك المستهلك: : دراسة تطبيقية عن الفنادق درجة الأولى إلى الممتازة في مدينة هولير

Abstract

The research aimed to analyze the role of marketing capabilities through its dimensions represented by each of (market knowledge, pricing management, service management, distribution channels management, marketing communications, physical environment management, and management of training and employee development) in consumer behavior through its dimensions represented by each of (motives perception, attitudes). The general framework of the research represents the research problem, which identified several questions about the nature of the correlation and influence relationships between the research variables, marketing capabilities and consumer behavior by relying on the questionnaire form. For multiple tests, a high-resolution search method was used to obtain data. The research adopted the descriptive analytical approach, as the main variables were described, as well as analyzing the relationships and influence between the variables. The study sample consisted of a sample of hotel tourists in the city of Erbil in the Kurdistan Region of Iraq. As for the respondents, they numbered (383) respondents from the tourists in the city of Erbil, which represents the research sample. The hypotheses were tested through a set of statistical methods by computer programs (Amos V.24) and (SPSS V.24). The research reached a set of conclusions, including the existence of significant and positive correlations between the variables of the study and the existence of a significant effect of marketing capabilities on consumer behavior. The research proposed a set of proposals, the most important of which is the need for the surveyed hotels to identify the most important areas in which their marketing capabilities stand out, which they can employ in enhancing their marketing reputation.