أثر التسويق الإلكتروني على ولاء الزبائن للشركات السياحية في الأردن : الدور المعدل لشبكات التواصل الاجتماعي

Abstract EN

The aim ofcuurrent study is to identify the impact of e-marketing on customer loyalty in Jordanian tourism companies, as well as the relationship of the amended statement role that could be played by social networking sites.

The most important of the numerous results found in theresearch would be that e-marketing is not morally effected by its combination (product, pricing, promotion, distribution) of customer loyalty, by excluding itcollectively or individually (directional loyalty, behavioral loyalty).

The results also demonstrated the rate at which social networking sites modulated the relationship between e-marketing and customer loyalty (directional loyalty, behavioral loyalty).

In light of these results, the study made a series of recommendations and suggestions.

First, the reserached companies should reconsider theire-marketing strategiesand redraft them with their various elements.

Second, the study recommends taking advantage of the opportunities made by different social networking sites (context, content, composition of aggregates, recommending customers, communication, interdependence, and trade).

Also, the research recommended the consolidation ofe-marketing strategiesand the reformulation of these strategies in the companies researched, in order to enhance their customer loyalty by: raising the level of the on-exports of the surveyed companies, working to take advantage of it by promoting loyalty among different customers, and through the reformation of the stature of mind of the companies in the minds of their customers, for the purpose of exploiting the different social networking sites.