Exploring the Impact of Digital Marketing on Customer Experience: The moderating Role of E-Service Quality an Empirical Study of the Hospitality Industry in KSA

Eman  Abdel hameed Hasnin

doi:10.48161/qaj.v6n1a2045

Authors

Eman Abdel hameed Hasnin Department of Business Administration, College of Business, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh 11564, Kingdom of Saudi Arabia. https://orcid.org/0009-0004-8938-7762

DOI:

https://doi.org/10.48161/qaj.v6n1a2045

Keywords:

digital marketing, social media marketing, ai-driven interaction, video marketing, customer experience, e-service quality.

Abstract

The study analyzes the influence of digital marketing on customer experience in the hospitality sector, with the moderating role of e-service quality. As hotels increasingly rely on digital tools, it becomes essential to understand how these tools shape guest perceptions and service outcomes. Digital marketing is conceptualized through social media marketing, AI-driven interaction, and video marketing. Guided by the Social Exchange Theory, and supported by insights from Service Quality Theory for the moderating role of e-service quality, data were collected using structured questionnaires distributed to hotel managers and marketers in Saudi Arabia. Structural Equation Modeling Smart PLS was used to examine the direct effect of digital marketing on customer experience and the moderating influence of e-service quality. The results show that the greatest direct impact on customer experience (β = 0.493) is caused by AI-Driven Interaction, followed by Video Marketing (β = 0.315) and Social Media Marketing (β = 0.288), all of which are significant at 0.05. Additionally, interaction terms show that the link between AI-Driven Interaction and Customer Experience is strongly moderated by E-Service Quality (β = 0.221, p 0.05). The findings show that all three digital marketing dimensions significantly enhance customer experience. In addition, the relationship is strengthened when digital service delivery is perceived as responsive, user-friendly, and personalized. The results confirm the role of e-service quality as a key factor that enhances the effectiveness of digital marketing efforts. Theoretically, this study advances Social Exchange Theory by demonstrating how reciprocal value is generated through digital marketing practices in hospitality. It also extends Service Quality Theory by showing how e-service quality shapes the strength and direction of digital marketing’s influence on customer experience. Practical implications suggest that hotel managers should focus not only on adopting digital tools but also on maintaining high standards of digital service. This alignment can improve guest satisfaction and engagement. The study contributes to the hospitality field by offering empirical evidence and encourages further investigation in other tourism markets and customer groups.

Downloads

Download data is not yet available.

References

A, J. G., Nastiti, H., Astuti, M., & Dm, B. (2024). Application of repacking design to improve performance and brand awareness of Griya UKM Cinere products, Depok City. 3(3), 157–168.

Adiputra, R. F. (2024). Strategi digital marketing dalam membangun brand awareness pada brand minuman Haus! Gudang Jurnal Multidisiplin Ilmu, 2, 207–212.

Ahmed, W. A. H., & MacCarthy, B. L. (2023). Blockchain-enabled supply chain traceability – How wide? How deep? International Journal of Production Economics, 263, 108963.

Allahham, M., Sharabati, A. A. A., Al-Sager, M., Sabra, S., Awartani, L., & Khraim, A. S. L. (2024). Supply chain risks in the age of big data and artificial intelligence: The role of risk alert tools and managerial apprehensions. Uncertain Supply Chain Management, 12(1), 399–406.

Ali, A. A. A., Sharabati, A.-A. A., Alqurashi, D. R., Shkeer, A. S., & Allahham, M. (2024). The impact of artificial intelligence and supply chain collaboration on supply chain resilience: Mediating the effects of information sharing. Uncertain Supply Chain Management, 12, 1801–1812.

Aljabari, M., Althuwaini, S., Bouguerra, A., Sharabati, A.-A. A., & Allahham, M. (2024). The impact of digital marketing strategies on innovation: The mediating role of AI: A critical study of SMEs in the KSA market. International Journal of Data and Network Science.

Al Mawahreh, M. A. L., Momani, R. A., Allahham, M., Almagharbeh, B. K., & Bani Ahmad, A. Y. (2025). Unlocking organizational productivity through digital marketing: How value proposition strategy shapes success in the service industry. International Journal of Innovative Research and Scientific Studies, 8(3).

Al Nsour, I. (2020). Effect of brand enhancement on buying behavior towards the sport sponsorship companies in Riyadh, KSA. International Journal of Business, Economics and Management, 7(2), 110–119.

Al Nsour, I. A., Athaydi, R. A., & Al Tamim, M. J. (2023). The effects of sports sponsorship on buying response for Jordanian fans. Journal of Media & Management, 5(4), 1–9.

Amini, M., & Javid, N. J. (2023). A multi-perspective framework established on diffusion of innovation theory and TOE framework toward supply chain management system based on cloud computing technology for SMEs. International Journal of Information Technology and Innovation Adoption, 11(8), 1217–1234.

Dhore, A., Harkal, R., & Darokar, M. (2024). Exploring the effects of digital marketing practices in India: A comprehensive analysis. Journal of Management and Science, 14(1), 92–96.

Astanakulov, O., Balbaa, M., & Ibrohimjon, F. (2024). Investigating the impact of artificial intelligence on digital marketing tactics strategies using neutrosophic set.

Atta, A. A. B., Ahmad, A. Y. A. B., Allahham, M. I., Sisodia, D. R., Singh, R. R., et al. (2023). Application of machine learning and blockchain technology in improving supply chain financial risk management. In Proceedings of the International Conference on Contemporary Computing and Informatics (IC3I 2023).

Bae, H. (2012). An analysis of gaps in performance among development stages of integration in SCM. Journal of International Logistics and Trade, 10(3), 85–104.

Banerjee, R., & Roy, R. (2024). Deception in the digital age: How SEO poisoning undermines online trust. 3(3).

Bani Ahmad, A. Y., Husseini, R., Abu-, I. A., Khamis, K., & Ziani, A. (2024). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12, 1275–1284.

Bani Ahmad, A. Y., Allahham, M., Almajali, W. I., Ayasrah, F. T., & Sabra, S. (2024). Smart logistics services: How artificial intelligence transforms decision making. In Proceedings of the 25th International Arab Conference on Information Technology (ACIT 2024).

Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline showrooms in omnichannel retail: Demand and operational benefits. Management Science, 64, 1629–1651.

Bilal, M., Ahmad, A., Ullah, M., Ahmad, W., & Manzoor, S. R. (2024). Influencer marketing and consumer purchase intention: A conceptual holistic model. International Journal of Business Management Science, 5(1).

Browder, R. E., Dwyer, S. M., & Koch, H. (2024). Upgrading adaptation: How digital transformation promotes organizational resilience. Strategic Entrepreneurship Journal, 18, 128–164.

Cheng, Y., Hung-Baesecke, C. J. F., & Chen, Y. R. R. (2024). Social media influencer effects on CSR communication: The role of influencer leadership in opinion and taste. International Journal of Business Communication, 61, 336–359.

Chittipaka, V., Kumar, S., Sivarajah, U., Bowden, J. L. H., & Baral, M. M. (2023). Blockchain technology for supply chains operating in emerging markets: An empirical examination of TOE framework. Annals of Operations Research, 327, 465–492.

Daoud, M. K., Sharabati, A.-A., Samarah, T., Alqurashi, D., Alfityani, A., et al. (2024). Optimizing online visibility: A comprehensive study on effective SEO strategies and their impact on website ranking. Journal of Infrastructure, Policy and Development, 8(7).

Deb, S. K. (2022). Promoting tourism business through digital marketing in the new normal era: A sustainable approach. European Journal of Innovation Management.

Dengra, B. M. (2024). Impact of celebrity endorsement on customer’s buying behaviour with reference to Indore City.

Eloise Rose, D., Van Der Merwe, J., & Jones, J. (2024). Digital marketing strategy in enhancing brand awareness and profitability of e-commerce companies. APTISI Transactions on Management, 8, 160–166.

Grzywaczewski, A., Iqbal, R., Shah, N., & James, A. (2010). E-marketing strategy for businesses. In Proceedings of IEEE International Conference on E-Business Engineering, 428–434.

Hameed, F., Qayyum, A., & Khan, F. A. (2024). A new trend of learning and teaching: Behavioral intention towards mobile learning. Journal of Computers in Education, 11(1).

Hatamlah, H., Allan, M., Abu-Alsondos, I., Shehadeh, M., & Allahham, M. (2023). The role of artificial intelligence in supply chain analytics during the pandemic. Uncertain Supply Chain Management, 11, 1175–1186.

Haudi. (2024). The impact of digital transformation on consumer behavior and marketing strategies. International Journal of Economics and Literature, 2(1), 167–179.

Huynh, P. H. (2022). Enabling circular business models in the fashion industry: The role of digital innovation. International Journal of Productivity and Performance Management, 71, 870–895.

Jawabreh, O., Baadhem, A. M., Ali, B. J. A., Atta, A. A. B., Ali, A., Al-Hosaini, F. F., & Allahham, M. (2023). The influence of supply chain management strategies on organizational performance in hospitality industry. Applied Mathematics & Information Sciences, 17, 851–858.

Kassa, A., Kitaw, D., Stache, U., Beshah, B., & Degefu, G. (2023). Artificial intelligence techniques for enhancing supply chain resilience: A systematic literature review, holistic framework, and future research. Computers & Industrial Engineering, 186, 109714.

Knuuttila, A. (2024). The potential benefits and challenges of adopting AI tools such as ChatGPT in marketing communications and search engine optimization.

Lin, W. S. (2012). Perceived fit and satisfaction on web learning performance: IS continuance intention and task-technology fit perspectives. International Journal of Human-Computer Studies, 70, 498–507.

Matinmikko-Blue, M., Yrjölä, S., & Ahokangas, P. (2024). Multi-perspective approach for developing sustainable 6G mobile communications. Telecommunications Policy, 48(2).

Mansour, M., Al Zobi, M., Altawalbeh, M., E’leimat, D., Alnohoud, I., & Marei, A. (2024). Relationship between Jordan’s corruption level and company capital structure. Investment Management and Financial Innovations, 21(2), 400–412.

Mansour, M., Al Zobi, M. T., Altawalbeh, M., Abu Alim, S., Lutfi, A., Marashdeh, Z., & Al Barrak, T. (2024). Female leadership and environmental innovation: Do gender boards make a difference? Discover Sustainability, 5(1), 331.

Musa, H. G., Fatmawati, I., Nuryakin, N., & Suyanto, M. (2024). Marketing research trends using technology acceptance model (TAM): A comprehensive review of researches (2002–2022). Cogent Business & Management, 11(1).

Nestaas, F., Debenedetti, E., & Tramèr, F. (2024). Adversarial search engine optimization for large language models.

Popoola, O. A., Adama, H. E., Okeke, C. D., & Akinoso, A. E. (2024). Cross-industry frameworks for business process reengineering: Conceptual models and practical executions. World Journal of Advanced Research and Reviews, 22, 1198–1208.

Polo-Peña, A. I., Andrews, H., & Torrico-Jódar, J. (2024). The role of health and safety protocols and brand awareness for the recovery of hotel activity following a health crisis. Journal of Hospitality and Tourism Insights, 7, 500–522.

Rezaei, S., Amin, M., & Herjanto, H. (2024). Pay-per-click (PPC) advertising and continuous banking service intentions. Journal of Financial Services Marketing.

Sharabati, A.-A. A., Rehman, S. U., Malik, M. H., Sabra, S., Al Sager, M., et al. (2024). Is AI biased? Evidence from FinTech-based innovation in supply chain management companies? International Journal of Data and Network Science.

Sharabati, A.-A. A., Awawdeh, H. Z., Sabra, S., Shehadeh, H. K., & Allahham, M. (2024). The role of artificial intelligence on digital supply chain in industrial companies: Mediating effect of operational efficiency. Uncertain Supply Chain Management.