Emotional Marketing is an Approach to Customer Happiness" an Exploratory Study of the Opinions of a Sample of Customers of Travel and Tourism Companies in the City of Mosul
Keywords:
Emotional Marketing, Happiness Customer, Emotion, Service Design, Marketing Campaigns
Abstract
Purpose: The research aims to clarify the relationship between emotional marketing as an independent variable and customer happiness as a dependent variable, It was applied to a group of customers of travel and tourism companies in the city of Mosul.
Theoretical framework: The two researchers reviewed relevant references and research to crystallize the work of the theoretical framework to complete this study.
Design/methodology/approach: The two researchers applied the survey method Using a random sample of customers of travel and tourism companies in the city of Mosul; to collect primary data; Using (five Likergraded questionnaire).
Findings: The study findings cleared that emotional marketing has a significant impact on customer happiness. Therefore, it is necessary to better train employees in order to provide better service to these customers.
Research, Practical & Social implications: supporting the final findings of this study Results of other studies. It is clear that customers have increased their happiness when dealing with these companies because they have marketed the service emotionally to them. The results indicated that The need for the organization to focus on marketing campaigns to inform the customer of all new and innovative services.
Originality/value: This study didn't contain any part of any other published study of any other person, nor materials which has been accepted for possessing any scientific degree of any university.
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31. Utama, R., Bagus, I. G., Ruspendi Junaedi, I. W., Krismawintari, D., Putu, N., Pramono, J., & Laba, I. N. (2020). New Normal Acceleration Strategy for Bali Tourism Destination Recovery with E-Tourism and Special Health Protocol for the Tourism Sector, International Journal of Professional Business Review Vol. 8 No. 3.
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35. Zurawicki, Leon ,(2010)," Neuromarketing exploring the brain of customer" , Mc Graw-Hill, New York
2. Abdul-Rasool, Hussein. and Khadhim , Elham N.,2019, The Effect of Marketing Culture and Customer Psychological Contracts on Customer Affective Commitment, Journal of Al Rafidain University CollegeIssue No. 44/2019.
3. Abdul-Rasool ,Hussein. and Khadhim , Elham N.,2019, The Effect of Marketing Culture and Customer Psychological Contracts on Customer Affective Commitment, Journal of Al Rafidain University CollegeIssue No. 44/ 2019.
4. Abdul-Rasool, H. A. and Hamza, Kh. M. (2018). Baramij Alaaqat Al-Zaboon wa-Atharuha fi Is’aad Al-Zaboon: Dirasa Tahliliyya li-Araa’ Ayyina min Zaba’in Sharikat Zain lil-Ittisaalat, Majallat Al-Ghari lil-Uloom Al-Iqtisadiyya wal-Idariyya, Vol. 15, No. 2.
5. Al-Atrooshi, D. A. (2021). Dawr Al-Thaqafa Al-Tasweeqiyya fi Tahqeeq Is’aad Al-Zaboon – Diraasa Istitlaa’iyya fi Adad min Al-Sharikaat Al-Muzawwda li-Khadamat Al-Internet fi Iqleeq Kurdistan Al-Iraq, M.Sc. Thesis, College of Adminstration and Economics. University of Mosul.
6. Al-Khafaji, H. J. (2018). Al-Tasweeq Al-Mukhadi’ wa-Ta’theerahu fi Sa’aadat Al-Zaboon min Khilal Al-Tasweeq Al-Dhajiji lil-Muntajat Al-Jadida – Dirasa Istitla’iyya li-Araa’ Ayyina min Zaba’in Sharikat Samsung wa-Muntajatiha Al-Hatif Galaxy fi Al-Iraq, Majallat Culliyat Al-Idara wal-Iqtisad lil-Dirasaat Al-Iqtisadiyya wal-Idariyya wal-Maliyya, Vol. 10, No. 2.
7. Consoli, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 52-59.
8. Consoli, D. (2010). A new concept of marketing: The emotional marketing. BRAND. Broad Research in Accounting, Negotiation, and Distribution, 1(1), 52-59.
9. ÉTABLISSEMENT FRANÇAIS DU SANG (2017), Observatoires des donneurs 2015 : Synthèse des enseignementshttps://www.efs.sante. fr/sites/instit/files/Observatoire-donneurs/Synth%C3%A8se_Observatoire_2015_VD.pdf
10. ÉTABLISSEMENT FRANÇAIS DU SANG,2017, Observatoires des donneurs 2015 : Synthèse des
11. Gorelick D., (2013), "Customer Satisfaction Vs. Delight", Gorelick's Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision—A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.
12. Gorelick D., (2013), "Customer Satisfaction Vs. Delight", Gorelick's Management American Printer, Vol. 12, No. 23.
13. Khuong, M. N., & Tram, V. N. B. (2015). The effects of emotional marketing on consumer product perception, brand awareness and purchase decision—A study in ho chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524-530.
14. Kim, H., Yoon, C., (2004)," Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market", Tele communications Policy Vol(28),N0(9), P751-765.
15. Kim, H., Yoon, C., (2004)," Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market", Tele communications Policy Vol(28),N0(9), P751-765.
16. Kwong,K.K., & Yau, O.H,(2002), The Conceptualization Of Customer Delight: A Research Framework, Asia Pacific Management Review, 7(2).
17. Kwong,K.K., & Yau, O.H,(2002), The Conceptualization Of Customer Delight: A Research Framework, Asia Pacific Management Review, 7(2).
18. LA CROIX ROUGE. (2017) principes fondateurs - Croix-Rouge française [consulté le http://www.croix-rouge.fr/La-Croix-Rouge/Un-mouvement-international/7-principes-fondateur
19. LA CROIX ROUGE. 2017 principes fondateurs - Croix-Rouge française [consulté le http://www.croix-rouge.fr/La-Croix-Rouge/Un-mouvement-international/7-principes-fondateur
20. Lewis, Carmen , Fretwell , Cherie ,& Ryan , Jim,(2011)," An Empirical Study of Emotional Response to Sounds in Advertising", American Journal of Management vol(12),No(1),P80-91
21. Lewis, Carmen , Fretwell , Cherie ,& Ryan , Jim,(2011)," An Empirical Study of Emotional Response to Sounds in Advertising", American Journal of Management vol(12),No(1),P80-91
22. Magnini, V., Crotts, J., & Zehrer, A., (2011), "Understanding Customer Delight: An Application Of Travel Blog Analysis", Journal Of Travel Research, 50(5).
23. Magnini, V., Crotts, J., & Zehrer, A., (2011), "Understanding Customer Delight: An Application Of Travel Blog Analysis", Journal Of Travel Research, 50(5).
24. Negle ,Prateek, Chaurasia, Ajay, Nautiyal , Harshamani,(2012)," Emotional marketing provide win situation to business " , International Journal of asian Research Consortium , Vol(1),Issue(5),P49-54.
25. Negle ,Prateek, Chaurasia, Ajay, Nautiyal , Harshamani,(2012)," Emotional marketing provide win situation to business " , International Journal of asian Research Consortium , Vol(1),Issue(5),P49-54.
26. Sirivasan, R. (2009), "Strategic Management : The Indian context", 3th ed., Printic -Hill learning private limiled , New Delhi.
27. Sirivasan, R. (2009), "Strategic Management : The Indian context", 3th ed., Printic -Hill learning private limiled , New Delhi.
28. Souca, M.L.(2014), Customer Dissatisfaction & Delight: Completely Different Concepts, Or Part Of A Satisfaction Continuum?, Jornal Management & Marketing, Vol.9,No.1.
29. Souca, M.L. (2014), Customer Dissatisfaction & Delight: Completely Different Concepts, Or Part Of A Satisfaction Continuum?, Jornal Management & Marketing, Vol.9,No.1.
30. Suyoto, Y. T., & Tannady, H. (2022). Ideal Self-Congruence: Its Impacts On Customer Love And Loyalty To Luxury Brands In Indonesia. International Journal of Professional Business Review, 7(6).
31. Utama, R., Bagus, I. G., Ruspendi Junaedi, I. W., Krismawintari, D., Putu, N., Pramono, J., & Laba, I. N. (2020). New Normal Acceleration Strategy for Bali Tourism Destination Recovery with E-Tourism and Special Health Protocol for the Tourism Sector, International Journal of Professional Business Review Vol. 8 No. 3.
32. Vidhya, K., & Rajkumar, D.C.S,(2013),"Satisfaction To Delight-A Review", Asia Pacific Journal Of Marketing & Management Review, 2(4).
33. Vidhya, K., & Rajkumar, D.C.S,(2013),"Satisfaction To Delight-A Review", Asia Pacific Journal Of Marketing & Management Review, 2(4).
34. Zurawicki, Leon,(2010)," Neuromarketing exploring the brain of customer" , Mc Graw-Hill, New York
35. Zurawicki, Leon ,(2010)," Neuromarketing exploring the brain of customer" , Mc Graw-Hill, New York
Published
2023-08-13
How to Cite
Dr. Hend Khader Al-Qaisi, & Dr. Layla Garallah Khaleel. (2023). Emotional Marketing is an Approach to Customer Happiness" an Exploratory Study of the Opinions of a Sample of Customers of Travel and Tourism Companies in the City of Mosul. International Journal on Economics, Finance and Sustainable Development, 5(8), 13-27. https://doi.org/10.31149/ijefsd.v5i8.4694
