The Role of Pink Marketing in Enhancing Service Quality: A Survey of the Opinions of a Sample of Female Employees Working in the Private Sector in Al-Kut City

Abstract

The current research seeks to identify the role of pink marketing in enhancing the quality of services provided from the perspective of a sample of female employees working in the private sector in Al-Kut city. Its problem was embodied in the main question: Does pink marketing have an impact on enhancing service quality? To answer the research question, it was assumed that there are correlations and an impact of pink marketing on enhancing service quality. Female employees working in the private sector in Al-Kut city were chosen as the community for the research, and a random sample of (156) respondents was selected for the study. The research adopted the descriptive analytical method, and the questionnaire was used as the main tool for data collection, which was analyzed using the statistical software (SPSS). The research reached a number of conclusions, the most prominent of which is the existence of a correlation and impact relationship between the research variables (pink marketing, service quality). In light of this, a number of recommendations were presented, the most prominent of which is the need to pay attention to the content of pink marketing due to its role in enhancing the quality of services provided.