Prepared by: Hanin Dakhel Muhammad
Supervised by: Asst. Lect. Rana Zaher Salman Al-Janabi
First: Conclusions: Green Marketing and Service Quality
• The research shows a positive relationship between green marketing and enhancing hotel service quality. The results indicate that hotels that adopt green marketing practices, such as using environmentally friendly products, providing renewable energy services, and reducing waste, tend to receive higher customer ratings for service quality.
• Green marketing plays an important role in attracting environmentally conscious customers. The results indicate that environmentally conscious customers are more likely to choose hotels that adopt green marketing practices.
• Green marketing can improve a hotel’s image and reputation. The results indicate that hotels that adopt green marketing practices are perceived as more responsible toward society and the environment.
• Green marketing can improve hotels’ financial performance. The results indicate that hotels that adopt green marketing practices tend to achieve higher revenues and improve profitability. Green marketing philosophy is a contemporary and important topic for business organizations, as it seeks to preserve the environment, especially after the increase in global interest in environmental issues and the significant criticism directed at marketers due to the negative environmental impacts of their products, which are one of the main causes of rising pollution levels.
Second: Recommendations
Promote environmental education and training in the educational and training curriculum, from kindergarten and school to university, to raise general environmental awareness.
Work to consolidate a green marketing culture and encourage organizations to adopt green marketing strategies within their activities.
The necessity for institutions of all types to adopt green marketing systems to create a clean environment.
Establish an environmental information system to understand the environmental situation and reality and provide appropriate solutions.
Contract with intermediaries that adopt a green marketing policy.
The necessity of holding periodic training and development courses for personnel working in the fields of production and operations management and marketing management to familiarize themselves with the latest modern scientific methods, and the necessity of seeking the assistance of specialists and experts in this field
