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

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

Maha M. Alkhaffaf (Applied Science University, Jordan) and Asmahan M. Altaher (Applied Science University, Jordan)
Copyright: © 2012 |Pages: 9
DOI: 10.4018/ijom.2012040101
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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.
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Introduction

Online Marketing is the match between modern communication technologies and the old marketing principles (Pastore, 2001). Jackson et al. (1999) recognized that managers have always applied online marketing in their companies, in order to increase the return on investment (ROI). Online marketing can far exceeds of traditional marketing strategies (Pastore, 2001). Digital marketing initiatives such as coupons, promotions, and e-mails will surpass that of internet advertising (advertisements placed within website content such as banners, interstitials, rich media, pop ups, etc.) (Pepers & Rogers, 2000). Organizations should concentrate on the critical success factors of this kind of marketing and test if they are implemented correctly, to ensure their success (Selim, 2005). The growth in database marketing and the emergence of e-commerce, driven by its exponential growth requires internet marketers to emphasize on the advantage provided by information technology to be competitive (Gopal, Garfinkel, Nunez, & Rice, 2006; Robert & Berger, 1989). E-marketing gives businesses of any size access to the mass market at an affordable price and, unlike traditional advertising techniques, it allows for truly personalized marketing. Specific benefits of e-marketing include: global reach, lower cost, tractable, measurable results, and 24-hour marketing (Nory, Jones, & Kochtanek, 2002). E-commerce and online marketing play a great role in the travel sector in Jordan and worldwide. Turban (2008) argued that travel agency services would be replaced by the rise of travel superstores on the internet. The economist predicted that the critical success factors are a popular approach that can be used to help companies identify the information system they need to improve and flush organizations. In this case, travel agencies will be gaining an advantage through the critical success factors. Turban (2008) identifies the critical success factors of direct online marketing as: new business model, interesting site, switching cost, and customer relations. This research paper adapts these factors to build a model on direct online marketing in Jordanian travel agencies. The paper also describes and illustrates the importance of critical success factors, and how they are required for the success of direct e-marketing. The following are the sections of the study: Literature Review, Previous Study, Procedural Definition, Research Model and Hypotheses, Research Methodology, Measure of Descriptive Statistical and Dictions, Result, and Conclusion.

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