أثر التسويق التفاعلي في تحسين جودة الخدمات المقدمة في الشركات السياحية المصرية

Abstract EN

This research aims to investigate the impact of interactive marketing on improving the quality of services in Egyptian tourist companies (Category A).

This research uses quantitative methods to achieve the objectives.

390 questionnaires were distributed to employees in 30 tourist companies in Cairo, 264 were obtained (a response rate is 67.7 %.) Three main analytical techniques were employed: descriptive analysis, correlation and multi regression by SPSS V23.

The results showed that interactive marketing has a positive effect on improving the quality of services.

The research recommends tourist companies to apply the concept of interactive marketing to improve the quality of services through opening communication channels between tourist companies and their customers.