Does loyalty moderate the impact of digital marketing on the purchase intention of customers in airlines?

Document Type : Original Article

Authors

Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

Tourism is being transformed all around the world as a result of digital marketing. It is causing a paradigm change in marketing strategy, changing the tourism sector structure, and creating a slew of new possibilities and threats. Digital marketing has enhanced customer loyalty and his intention to purchase. The study aimed to answer the following question: Does customer loyalty enhance the impact of digital marketing in airlines on purchase intention? To achieve the aim of the study; The researchers developed a questionnaire and distributed it to a random sample of airline customers. Of the 642 forms distributed electronically, only 562 were valid for analysis. The results of the study revealed that applying digital marketing in airlines directly affects both customer loyalty and purchase intention. Also, the loyalty of customers to airlines positively affects the intent to purchase. Finally, the results of the study highlighted that customer loyalty plays a moderator role in increasing the impact of applying digital marketing in airlines on the purchase intention of customers. The study recommended that airlines should continue to expand the adoption of modern marketing strategies that rely on artificial intelligence techniques because of their significant and clear role in increasing customer loyalty, as well as their intention to purchase.

Keywords

Files

Share

How to cite

Statistics