The Mediating Role of Service Quality in Using Digital Marketing Strategy for Increasing Customer Engagement: Cyprus Restaurants Model

Abstract

The hospitality industry has faced considerable challenges in its global advertising endeavors, which are predominantly attributable to the problem of expensive expenses. Conventional commercial communication channels, including television and radio, seem to accrue substantial costs without successfully reaching the intended audience, resulting in unsatisfactory results. The objective of this research was to evaluate Mediating Role of Service Quality in Digital marketing strategy for Increasing Customer Engagement: Insights from Cyprus Restaurant by skilled restaurant marketing management. These strategies included digital marketing, The present assessment was carried out with a specific emphasis on the hospitality sector in North Cyprus, taking into account the potential mediating effect of service quality. As a result, a set of questionnaires were formulated and subsequently distributed through an online platform, comprising 200 questionnaires in total. The demographic composition of the area comprised both managerial and staff members of the hospitality sector in North Cyprus. Furthermore, interviews were conducted with the managers as well. In alignment with the research inquiry and objectives, data collection was conducted utilizing a qualitative techniques, incorporating both inductive and deductive approaches. The analysis made use of a variety of descriptive statistics, including tables and charts. Utilizing software application Smart PLS, and Statistical Package for the Social Sciences (SPSS), the acquired data was analyzed. Customer engagement is significantly impacted by Digital Marketing, according to the overall conclusion. An additional factor that mediates this effect is the quality of service provided. In brief, the research results suggest that the adoption of marketing tactics has been instrumental in cultivating dependable relationships between consumers and dining establishments, thus emerging as an essential channel for establishments seeking to augment customer involvement. In the business domain, marketing strategies fulfill a twofold function: they facilitate consumer engagement and acquisition, while also ensuring the retention of existing customers. It is recommended that restaurants enhance the efficiency of their digital marketing channel utilization across all operational activities to facilitate smooth client communication and improve customer feedback management.