The Impact of Interactive Marketing on Enhancing Customer Loyalty to Egyptian Travel Agencies

Document Type : Original Article

Authors

1 Higher Institute for Tourism and Hotels, New Damietta

2 Faculty of Tourism and Hotels, Suez Canal University

Abstract

Interactive marketing is a marketing strategy that encourages customers to participate effectively, creating interaction between companies and customers through social networks. The study aims to identify the impact of interactive marketing (trust, commitment, interaction, responding to customer complaints, perceived ease of use) in enhancing customer loyalty (perceived quality, customer satisfaction, customer value) The study used (130) single marketing officials in tourism companies in Cairo Governorate and (90) individual clients, The results of the study found a positive and statistically significant relationship on the dimensions of interactive marketing for the benefit of tourism companies that apply interactive marketing. The study add the provision of the dimensions of interactive marketing necessary to enhance customer loyalty, and the need to provide mechanisms to improve the level of marketing officials in tourism companies to interact and deal with customers well.

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