Critical Success Factors of E-Direct Marketing in Jordan Travel Agencies

Maha M. Alkhaffaf and Asmahan M. Altaher
Additional contact information
Maha M. Alkhaffaf: Applied Science University, Jordan
Asmahan M. Altaher: Applied Science University, Jordan

International Journal of Online Marketing (IJOM), 2012, vol. 2, issue 2, 1-9

Abstract: Critical success factors are popular approaches that can be used as a key metrics to measure the success of companies. In this paper, the authors analyze the current state of e-marketing in Jordanian travel agencies by examining the implantation of critical success factors of e-marketing. The research model analyzes the relationship between critical success factors and online direct marketing. Explanatory studies were used by distributing a qualified questionnaire to the employees of seventeen important travel agencies in Jordan to get results and test the research model. The paper concludes that a need exists to consolidate and strengthen the integration of the critical success factors of e-direct marketing in Jordanian travel agencies. Travel agencies must use a new business model and find a new way to contact their customers so to increase customer loyalty. Further research on the field of e-direct marketing and in travel agencies is needed. E-direct marketing can increase revenue for travel agencies in Jordan.

Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/ijom.2012040101 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:2:y:2012:i:2:p:1-9

Access Statistics for this article

International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

More articles in International Journal of Online Marketing (IJOM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().