The Impact of Marketing Intelligence on Hotel Service Quality: An Empirical Study of Hotels in Baghdad

Abstract

The study investigates the role of marketing intelligence in enhancing hotel service quality within the context of an increasingly competitive hospitality industry, Reliability testing was conducted using Cronbach's Alpha test to measure the internal consistency of the study instrument (questionnaire) as well as its reliability, adopting a descriptive-analytical methodology, data were collected through a structured questionnaire administered to a sample of 235 hotel guests in Baghdad. The empirical results demonstrate a strong and statistically significant positive correlation between marketing intelligence and hotel service quality (r = 0.876). Moreover, the dimensions of marketing intelligence namely market understanding, guest understanding, product intelligence, and competitor intelligence exerted a direct influence on key service quality dimensions, including tangibility, responsiveness, and reliability. The findings highlight that the effective adoption of marketing intelligence enhances service performance, fosters guest satisfaction and loyalty, and strengthens the sustainable competitive advantage of hotels. Accordingly, the study recommends the development of advanced marketing intelligence systems and continuous staff training to optimize their effective utilization.