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The Role of Digital Transformation in Enhancing Marketing Agility and Customer Experience: A Comparative Analysis Across Leisure and entertainment Industries throughout GCC region

In a highly competitive and rapidly evolving market, businesses increasingly rely on digital technologies to stay agile and meet rising customer expectations. This study aims to examine the extent to which digital tools such as AI (Artificial Intelligence), big data analytics, mobile applications, and social media platforms influence marketing agility and customer experience, and to identify the differences in digital adoption across the six GCC countries: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE.
A descriptive research design was employed, utilizing a multistage random sampling technique to collect data from 856 respondents across the leisure and entertainment sectors. A structured questionnaire was developed, and a pilot study was conducted with 50 respondents to ensure the reliability and validity of the instrument. The study applied statistical tools including Chi-square tests, correlation analysis, regression analysis, and factor analysis to examine the relationships between the key variables. The findings revealed that digital transformation significantly enhances both marketing agility and customer experience. Companies that adopt digital tools demonstrate greater agility in responding to market changes and customer demands, while customers benefit from more personalized, convenient, and engaging experiences.

Submitted by: Mr. HANI ALHUSSEIN
EIU177766
In Partial fulfillment of the Requirements for the Degree of DBA Doctor of Business Administration In Marketing Management
Supervisor: Prof. (Dr.) S. Edmund Christopher
Date: November 2024
EIU PARIS