The Impact of Marketing 4.0 on Customer Satisfaction and Engagement: The Distinctive Role of Brand Interaction in the Egyptian Hotel Industry

ABSTRACT

The hospitality industry is changing rapidly, prompting hotels to find new ways to attract and retain customers. This study evaluates marketing 4.0's impact on Egyptian hotel customer behavior—the study tests marketing 4.0's relationship with satisfaction, engagement, and satisfaction’s mediating role. The study compares their effects as brand interaction distinguishes marketing 4.0 from marketing 3.0. The study surveyed 340 Egyptian hotel guests and performed a hierarchical regression analysis. Findings showed that marketing 4.0 is linked to satisfaction and engagement, and satisfaction mediates the relationship. Brand interaction was also found to be a distinct component of marketing 4.0. The study combines expectations, social exchange, and uses and gratification theories to offer theoretical and practical contributions to help understand digital marketing strategies and open new research avenues.

KEYWORDS:

• Brand interaction
• customer engagement
• customer satisfaction
• digital tourism
• Egypt
• marketing 3.0
• marketing 4.0

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data supporting this study’s findings are available from the corresponding author upon reasonable request.