THE IMPACT OF ELECTRONIC MARKETING MIX ELEMENTS ON CUSTOMER LOYALTY: A FIELD STUDY ON CLIENTS OF TRAVEL AGENCIES IN ALGERIA

Abstract

Purpose: This article deals with the impact of the elements of the electronic marketing mix on the loyalty of customers of travel agencies in Algeria. It aims to reveal the extent of the impact of electronic service, electronic pricing, electronic distribution, electronic promotion, privacy, website design, and electronic business security on the loyalty of customers of travel agencies in Algeria, in addition to providing recommendations that can enhance customer loyalty, which contributes to improving the overall performance of travel agencies in Algeria and increasing their sales. Methodology: The descriptive and interpretive approaches were relied upon, as the descriptive approach expresses the phenomenon studied quantitatively and qualitatively. The qualitative expression describes the phenomenon and clarifies its characteristics, while the quantitative expression gives it a numerical description that shows the amount or size of this phenomenon and the degrees of its association with other phenomena. As for the interpretive approach, it was used to explain and analyze the impact of the elements of the electronic marketing mix on customer loyalty to travel agencies in Algeria. Results: The results indicate that the elements of the electronic marketing mix have a positive impact on the loyalty of customers of travel agencies in Algeria, with a positive impact for both electronic service and electronic business security, while the results showed that electronic pricing, electronic distribution, electronic promotion, privacy, and website design have no impact on the loyalty of customers of travel agencies in Algeria. Practical Implications: The study proposes several practical measures for travel agencies in Algeria, including properly exploiting electronic pricing, making adjustments in electronic distribution, developing effective strategies to promote their services electronically, paying great attention to privacy policies and data security, and improving the interface of websites. Originality/Value: This study contributes to the literature by providing a detailed analysis of the impact of e-marketing mix elements on customer loyalty of travel agencies in Algeria, which has been relatively under-researched in this context. The study’s unique focus on e-marketing mix elements provides valuable insights and tailored recommendations to enhance customer loyalty of travel agencies in Algeria.