Exploring the Relationship Between Public Relations Strategies and Achieving Customer Gratification

Abstract

This research aims to evaluate customer satisfaction with public relations strategies in five-star hotels in the central governorate of Sulaymaniyah. It also seeks to identify the most effective public relations strategies for managing hotel-customer relationships and examines the connection between these strategies and customer satisfaction, and the nature of the relationship between public relations strategies and gaining customer satisfaction for five-star hotels in the center of Sulaymaniyah Governorate. A survey method was employed using a questionnaire form to collect information related to the research objectives, which was applied to a sample of customers their number reached 320 respondents, the findings indicate that: Public relations strategies, as a whole, are important indicators of customer satisfaction in the sample hotels. The strategy of asserting legitimacy emerges as the strongest motivator for satisfaction. This indicates that building trust, credibility, and transparency in public relations efforts is crucial to improving customer experiences. This is followed by the strategy of asserting respect. This confirms customers' appreciation for being treated with dignity, appreciation, and professionalism. The relationship between public relations strategies and customer satisfaction is positive and statistically significant. Some strategies, especially those that build trust, credibility, and respect, play a strong and effective role in enhancing customer satisfaction, while other strategies may require improvements to be effective. Consistent public relations strategies have an impact on gaining customer satisfaction in the sample hotels, especially the strategy of asserting legitimacy, as it achieves the highest impact on customer satisfaction.