6231 33563 1 PB

IUGJEPS
ISSN 2410-5198
Vol 28, No1, 2020, pp 228-253
)9191-10-92( ‫ تاريخ قبول النشر‬،)9191-4-91( ‫تاريخ اإلرسال‬
*1 ‫ وحىد حسام غّدة‬.‫د‬ :‫اسه امباحث األهل‬

2 : ‫اسه امباحث امحاًي‬
‫ ُبَ زكي وخاورة‬.‫د‬
3 : ‫اسه امباحث امحامث‬
4
‫ فادو وحىد امشٌاق‬.‫د‬
:‫اسه امباحث امرابع‬
‫أثر التسويق اإللكتروني على والء الزبائن‬
‫ بالل وحىد غٌٓزان‬.‫د‬
‫االردن‬-‫داوػة ددارا‬-‫االكتطاد ه االغىامل‬-‫امػنّم املامٓة ه املطرفٓة‬
‫ الدور المعدل‬:‫للشركات السياحية في األردن‬
)‫اسه امذاوػة هامبند (مألهل‬
‫االردن‬-‫داوػة ددارا‬- ‫االكتطاد ه االغىال‬-‫ادارة االغىال‬ )‫اسه امذاوػة هامبند(منحاًي‬ ‫لشبكات التواصل اإلجتماعي‬
‫االردن‬-‫داوػة ددارا‬-‫االكتطاد ه االغىال‬-‫امػنّم املامٓة ه املطرفٓة‬ )‫اسه امذاوػة هامبند (منحامث‬
‫االردن‬-‫داوػة ددارا‬-‫االكتطاد ه االغىال‬- ‫امتسّْق‬ )‫اسه امذاوػة هامبند (منرابع‬

*
:‫امبرْد االمكترهًي منباحث املرسل‬
E-mail address: Aaaa@hotmail.com
:‫املنخص‬
‫ُدفت امدراسة امحامٓة إمى امتػرف ىلع اجر امتسّْق االمكترهًي يف هالء امزبائي يف شركات امسٓاحة يف األردن فضالى غي بٓان‬
.‫امدهر املػدل امذو ْىكي أن تؤدَْ وّاكع امتّاضل االدتىاغي يف تنك امػالكة‬
،‫ امتسػٓر‬،‫هكد تّضل امباحث إمى وذىّغة وي امٌتائخ كان وي أُىِا أن امتسّْق االمكترهًي ال ْؤجر وػٌّْا وي خالل وزْذَ (املٌتخ‬
‫ كىا أظِرت امٌتائخ أن‬.‫ امّالء امسنّكي) بطّرة وذتىػة أه وٌفردة‬،‫ امتّزْع) يف كل وي هالء امزبائي بأبػادٍ (امّالء االتذاُي‬،‫امترهْخ‬
‫ امّالء‬،‫وّاكع امتّاضل االدتىاغي تػدل امػالكة وا بٓي امتسّْق االمكترهًي هكل وي (امّالء االتذاُي‬
َٓ‫ ان ىلع امشركات املبحّجة إغادة امٌظر باستراتٓذ‬،‫ هيف ضّء ُ ذٍ امٌتائخ كدم امبحث وذىّغة وي امتّضٓات وٌِا‬،)‫امسنّكي‬
‫ كىا اهضى امبحث بضرهرة االستفادة وي امفرص‬، ‫امتسّْق االمكترهًي فِٓا هإغادة ضٓاغة ُذٍ اإلستراتٓذٓة بػٌاضرُا املختنفة‬
‫ كىا أهضت امباححة بضرهرة اغادة ضٓاغة إستراتٓذٓة امتسّْق االمكترهًي يف امشركات‬، ‫امتي تّفرُا وّاكع امتّاضل االدتىاغي‬
. ‫املبحّجة هذمك متػزْز حامة امّالء مدء غىالئِا هالغادة تشكٓل املكاًة امذٌُٓة متنك امشركات يف اذُاًِه‬
The Impact of E-marketing on Customer Loyalty in Tourists Companies in Jordan: The

Moderating Role of Social Media.
Abstract:
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.
Keywords: E – marketing, Customer Loyalty, Social Media, Tourists Companies
228 IUG Journal of Economics and Business (Islamic University of Gaza) / CC BY 4.0
1
2
3
4
5
‫‪1‬‬
‫‪2‬‬
‫‪3‬‬
‫‪4‬‬
‫‪Ho 1‬‬
‫والءالسبائن‬ ‫مسيج التسويق االلكتروني‬
‫‪Ho 2-‬‬
‫الوالء‬ ‫‪1‬‬
‫االتجاهي‬ ‫‪Ho 2‬‬
‫‪Ho 2-‬‬
‫‪2‬‬
‫‪Ho 3‬‬ ‫الترويج‬

‫االلكتروني‬
‫التوزيع‬
‫االلكتروني‬
‫الوالء‬
‫السلوكي‬
‫بيئة شركبت السيبحة في األردن‬

‫‪7C‬‬
‫‪1 1‬‬
‫‪α≥0.05‬‬ ‫‪Ho1‬‬
‫‪232‬‬ ‫‪IUG Journal of Economics and Business (Islamic University of Gaza) / CC BY 4.0‬‬
α≥0.05 Ho2
α≥0 05 Ho2-1
α≥0.05 Ho2-2
α≥ 0.05 Ho3
α≥0.05 Ho3-1
α≥0.05 Ho3-2
2
1.2
2018
2018
2015
2014
2013
2.2
Bişkin1, Tuncel,2018
24
yang, et al, 2015
7c
(Fawwaz, Muhammad, 2015)
(Trainor, et al, 2014)
(TĂLPĂU, Alexandra, 2014
(Mandl, & Schill, 2013)

25 2011 2010
14 11
Anabila , et al, 2013
Saravana, kumar , 2013
CRM
(Roblek, et al, 2013)
(Smith & mogos, 2013)
(Gergely, Rathonyi, 2013)
(Hauptmann & Steger, 2013)
3.2
3
1.3
2012 Lee
2011
2.3
( ) 4P'S
7P'S
: 1
.
: 2
.
:
.
: 3
.
33
2013
Web 93 2015
(Web 2.0 Mobile
User- Generated- Content
l Ouirdi, El Ouirdi, Segers &
henderickx, (2014)
: 43
less benasat,2004) yang et,al,2015
context 1
content 2
Time –sensitivty
community 3
customization 4
communication 5
connection 6
commerce 7
53
(Donnelly, 2009, 75 2011

50)
comm.
2003 Etal, 2013,78
63
(Donnelly,2009,55)
4
1.4
2.4
500 386 (sekaran,2013)

386 22 403
3.4
Focus Group
Shuhaiber&Lehman,2014:3
(109،131 67 1999
Open Coding
Axial Coding
Selective Coding
2
59
4.4
Principal Components Factor Analysis
5.4
(Pearson Correlation
Cronbah-Alpha
Principal Components Factor Analysis
Simple – Regression
Multi – Regression
Hierarchical Multi Regression
1,2,3
1
KMO
0.382 0.618
0.725 31.897 2.871 0.476 0.690

0.546 0.739
0.505 0.711
2
KMO
0.583 0.764
0.442 0.665
0.419 0.634
0.850 51.20 3.77 0.502 0.713
0.515 0.724
0.635 0.797
0.555 0.745
3
KMO
0.546 0.739
0.786 52.233 3.778 0.505 0.711
6.4
α Cronback-Alpha
0.60 88.61
100 1 (Sekaran,2010:326
1 4
83.23
86.34
84.94
83.15
85.59
82.57
76.65
79.92
83.20
82.26
87.46
86.33
88.69
77.55
85.50
80.21
88.61
5
Parametric
Multi co linearity -‫أ‬

-‫ب‬
VIF
Skewness Tolerance
1 5
1 5
Skewness
Tolerance VIF
0.357 0.608 1.645
0.729 0.544 1.839
0.895 0.472 1.956
0.338 0.589 1.789
0.05 Tolerance 10 VIF
1 Skewness
1988 Kleinbaum et al. 1988 Hair et al. 2009
10 18 4
1 0.05
1.5
2.5
2 5
Model
Coefficient ANOVA
Summery
Sig.T Sig. F R2 R
F
T B
Df
.945 .069 .061 .004 .945b 1 .005 .000 .004a
(p ≤ 0.05) *
(R = .004a)
(R2= 0.00)
(Sig= .945b) .005 (F)

p≤0.05
(Sig (t=.069) .061 (B= .004)
p ≤0.05 .945)
2.5
α≥ 0.05
3.5
3 5
Model
Coefficient ANOVA
Summery
Sig.T Sig. F R2 R
F
T B
Df
.743 .329 .083 .034
.559 .585 .158 .096
.975b 4 .120 .001 .035a
.854 .184 .083 .011
.563 -.579 .195 -.120
(p ≤ 0.05) *
0.05≥ .120 F
.001 R² 4
99.9% 0.1 %
a
(R = 0..035 )
(T (β)
.184 .585 .329 (T (β) 0.05≤
0.05≤ -.120 .011 .096 .034 -.579
1.2.5
α≥ 0.05 Ho2-1
4 5
4 5
Coefficient ANOVA Model Summery

Sig.
Sig.T R2 R
F F
T B
Df
.806 .246 .089 .022
.782 .276 .169 .047

.911b 4 .248 .003 .051a
.483 .702 .088 .062
.615 -.503 .209 -.105
(p ≤ 0.05) *
0.05≥ .248 F
.003 R² 4
99.7% 0.3 %
a
(R = .051 )
(T (β)
.702 .276 .246 (T (β) α≥ 0.05
0.05≤ -.105 .062 .047 .022 .503
2.2.5
α≥ 0.05 Ho2-2
5 5
5 5
Model
Coefficient ANOVA
Summery
Sig.T Sig. F R2 R
F
T B
Df
.720 .359 .083 .033
.427 .796 .158 .138
.932b 4 .211 .002 .047a
.727 -.350 .083 -.032
.572 -.565 .195 -.121
(p ≤ 0.05) *
0.05≥ .211 F
.002 R² 4
99.8% 0.2 %
a
(R = ..047 )
(T (β)
-.350 .796 .359 (T (β) 0.05≤
0.05≤ -.121 -.032 .138 .033 -.565
3.5
<P0.05 Ho3
6 5
Sig. β Sig. t β
t
.945 .069 .004
.000 5.572 .662 X
0.274 .004a R
.075 0.000 R2
.075 0.000 Δ R2
31.049 .005 ΔF
0.000 .945 Sig. Δ F
α(≥0.05
6 5
(R=.004a)
(R2 (0.05) (Sig. = .945) (F =.005)

=0.000)
(%7.5) R2 (R=0.274)
(0.05) (Sig. Δ F = 0.000) (Δ F =31.049)
(Sig. = 0.000) (t =5.572) β = .662
(%7.5) (%00.0) (%7.5)
1.3.5
<P0.05 H03.1
7 5
7 5
Sig. β Sig. β
t t
.830 -.215 -.011
.000 5.740 .680
X
.282 .011a R
. .079 0.000 R2
.079 0.000 Δ R2
32.944 .046 ΔF
0.000 .830 Sig. Δ F
α(≥0.05
7 5
(R=..011a)
(R2 (0.05) (Sig. = .830) (F =..046)

=0.000)
(%7.9) R2 (R=.282)
= (0.05) (Sig. Δ F = 0.000) (Δ F =32.944)
(Sig. = 0.000) (t =5.740) .680)β (
(%7.9) (%00.0) (%7.9)
2.3.5
<P0.05 Ho3.2
8 5
8 5
Sig. β Sig. β
t t
.737 .335 .017
.000 4.506 .542 X
.225b .017a R
.051 .000 R2
.046 .000 Δ R2
20.302 .113 ΔF
.000 .737 Sig. Δ F
α(≥0.05
8 5
(R=..011a)
(R2 =0.000) (0.05) (Sig. = .737) (F =.113)

)
(%5.1) R2 (R=.225b)
β = .542 (0.05) (Sig. Δ F = 0.000) (Δ F =20.302)
(Sig. = 0.000) (t =4.506)
(%5.1) (%00.0) (%5.1)
6
1.6
1.1.6
2.1.6
)‫أ‬
)‫ب‬
)‫ت‬
)‫ث‬
)1
)2
)3
)4
)5
)1
)2
)3
)4
)5
3.1.6
-1
-2
-3
26
-1
-2
3
-4
-5
-6
-7
-8
.
2009
- 2006
(2009)
2115
216 196 2
2114
2
228 207
2003
2013
. 2 40
2011
1339 1359 2 27
2011
.192 65 27
2009
2011
160 143 1 38
, 2018
-
(2013)
1 40
2118
2009
2010
75 58 2 7
- 1 2002
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IUGJEPS

)9191-10-92( ‫ تاريخ قبول النشر‬،)9191-4-91( ‫تاريخ اإلرسال‬

*1 ‫ وحىد حسام غّدة‬.‫د‬ :‫اسه امباحث األهل‬

‫االردن‬-‫داوػة ددارا‬-‫االكتطاد ه االغىال‬- ‫امتسّْق‬ )‫اسه امذاوػة هامبند (منرابع‬

The Impact of E-marketing on Customer Loyalty in Tourists Companies in Jordan: The

Keywords: E – marketing, Customer Loyalty, Social Media, Tourists Companies

‫والءالسبائن‬ ‫مسيج التسويق االلكتروني‬

‫‪Ho 3‬‬ ‫الترويج‬

‫بيئة شركبت السيبحة في األردن‬

yang, et al, 2015

(Fawwaz, Muhammad, 2015)

(TĂLPĂU, Alexandra, 2014

(Mandl, & Schill, 2013)

Anabila , et al, 2013

Saravana, kumar , 2013

(Roblek, et al, 2013)

(Gergely, Rathonyi, 2013)

(Hauptmann & Steger, 2013)

(Donnelly, 2009, 75 2011

500 386 (sekaran,2013)

0.725 31.897 2.871 0.476 0.690

0.786 52.233 3.778 0.505 0.711

Multi co linearity -‫أ‬

.945 .069 .061 .004 .945b 1 .005 .000 .004a

(Sig= .945b) .005 (F)

Coefficient ANOVA Model Summery

.806 .246 .089 .022

.782 .276 .169 .047

.615 -.503 .209 -.105

(R2 (0.05) (Sig. = .945) (F =.005)

(%7.5) (%00.0) (%7.5)

(R2 (0.05) (Sig. = .830) (F =..046)

(%7.9) (%00.0) (%7.9)

(R2 =0.000) (0.05) (Sig. = .737) (F =.113)

(%5.1) (%00.0) (%5.1)

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