مجلة دراسات في الاقتصاد وإدارة الأعمال
Volume 8, Numéro 1, Pages 631-650
2025-06-01
The Impact Of Marketing Ambidexterity On Achieving Marketing Excellence In Hospitality Institutions: An Analytical Study Of A Sample Of Marriott Chain Hotel Employees In Eastern Algeria
Authors : Ellaggoune Karima . Tebaibia Salima .
Abstract
This study aims to measure the impact of Marketing Ambidexterity on achieving marketing excellence in the five-star hotels of the Marriott chain in Eastern Algeria. To achieve the study's objectives, a descriptive-analytical approach was adopted by designing a questionnaire distributed to 60 administrative employees at the hotels under study, with 51 of these questionnaires deemed valid for statistical analysis using SPSS software version 25. The study reached a set of findings, most notably that there is a statistically significant positive correlation between Marketing Ambidexterity—in its dimensions of opportunity exploration and exploitation—and marketing excellence in the Sheraton Annaba and Marriott Constantine hotels
Keywords
Marketing Ambidexterity ; Marketing Excellence ; Sheraton Annaba Hotel ; Marriott Constantine Hotel
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