The Impact of Electronic Marketing on Sustaining Entrepreneurial Viability in Major Restaurants in the Kingdom of Saudi Arabia in the Context of the Covid-19

Abstract

The purpose of this research is to examine to what extent the Corona pandemic affected the biggest restaurants in the Kingdom of Saudi Arabia in terms of sales, marketing client relations, generating profits, and elevating the leadership level. The goal of the study is to find out how electronic marketing may be used to boost these regions during the pandemic and what effect it might have on the popularity of important restaurants in the Kingdom of Saudi Arabia. To achieve its goals, the study used a descriptive-analytical methodology. The needed information from respondents was collected as part of the research design using a survey questionnaire. With the use of the descriptive-analytical methodology, the data can be systematically and impartially examined to reveal information about the variables being studied. The study examined the performance of e-marketing in the restaurant sector during the COVID-19 pandemic. Respondents from two cities in Saudi Arabia who were largely male, aged 25 to 35, and had post-graduate education made up the sample. According to the study, e-marketing helped restaurants gain a competitive advantage, greatly increase profits, develop a good market share, and significantly attract consumers. It also made it easier to receive and handle customer complaints. The study's findings, which show a substantial difference in the responses from those who strongly agreed with the claims, are statistically significant. The importance of this paper lies in its analysis of how restaurants in the Kingdom of Saudi Arabia utilized marketing mix methods while they were closed during the Covid-19 outbreak by investing in e-marketing. The study offers insights into how firms can adapt and innovate during a crisis to sustain client engagement and sales by examining the efficacy of different techniques. The study's results may also be helpful for scholars and officials who want to comprehend how the epidemic has damaged the region's restaurant industry economically and figure out how to help impacted companies.