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Original Research

IMPACT OF PRIVACY ON THE MARKETING PERFORMANCE

JASSIM AHMAD AL-GASAWNEH 1, KHALID N. ALZUBI 2, MOHAMMAD HASAN 3, JAMAL M.M. JOUDEH 4, ALAEDDIN MOHAMMAD KHALAF AHMAD 5, and ABDUL HAFAZ NGAH 6.

Vol 17, No 12 ( 2022 )   |  DOI: 10.5281/zenodo.7451025   |   Author Affiliation: Marketing Department, Applied Science Private University, Amman, Jordan 1,3,4; Department of Management Information Systems- Faculty of Business -Al-Balqa Applied University, Jordan 2; Department of Marketing and Social Media, Prince Sumaya University for Technology, Amman, Jordan 5; Faculty of Business, Economy and Social Development, University Malaysia Terengganu, Kuala Terengganu, Malaysia 6.   |   Licensing: CC 4.0   |   Pg no: 884-893   |   To cite: JASSIM AHMAD AL-GASAWNEH, et al., (2022). IMPACT OF PRIVACY ON THE MARKETING PERFORMANCE. 17(12), 884–893. https://doi.org/10.5281/zenodo.7451025   |   Published on: 17-12-2022

Abstract

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.


Keywords

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