IMPACT OF PRIVACY ON THE MARKETING PERFORMANCE
Hotel sector is encountering a significant number of challenges, especially in terms of marketing performance and customer perception. It is thus crucial that hotel managers consider guest satisfaction when implementing strategies for enhancing product promotion, brand value and marketing performance. Given these considerations, the present paper investigated how marketing performance was influenced by privacy. A sample of managers from Jordanian hotels was used for data collection, with Smart Partial Least Squares being employed for the analysis of the 250 responses received. Based on the findings, marketing performance was favourably influenced by privacy. Hotels and the digital marketing agencies can use such findings to develop a marketing performance and the digital strategies targeting consumers.
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