IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v2y2012i2p1-9.html
   My bibliography  Save this article

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

Author

Listed:
  • Maha M. Alkhaffaf

    (Applied Science University, Jordan)

  • Asmahan M. Altaher

    (Applied Science University, Jordan)

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.

Suggested Citation

  • Maha M. Alkhaffaf & Asmahan M. Altaher, 2012. "Critical Success Factors of E-Direct Marketing in Jordan Travel Agencies," International Journal of Online Marketing (IJOM), IGI Global, vol. 2(2), pages 1-9, April.
    • Handle: RePEc:igg:jom000:v:2:y:2012:i:2:p:1-9
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijom.2012040101
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:2:y:2012:i:2:p:1-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.