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The objective of this study is to assess the influence of digital marketing tools on the satisfaction of customers in Jordanian tourism companies, while also considering the mediating role of perceived value from the customers’ perspective. A descriptive analytical approach is employed, utilizing a questionnaire as the primary data collection instrument. The questionnaire is distributed to a sample of 500 customers, resulting in the retrieval of 408 valid questionnaires. This represents a response rate of 82%, which exceeds the minimum acceptable rate of 384. The questionnaire consists of 40 items designed to measure the variables and their respective dimensions. Statistical analysis is conducted using AMOS software version 22. The findings reveal a statistically significant positive impact of various digital marketing dimensions (including email marketing, influencer marketing, commercial advertising, and video marketing via YouTube) on the enhancement of customer satisfaction levels within Jordanian tourism companies. Collectively, these digital marketing dimensions account for 35.7% of the variance in customer satisfaction, with each dimension making distinct contributions: Email marketing explained 2.4%, influencer marketing 3.9%, commercial advertising 4.4%, and video marketing via YouTube 2.9%. Notably, video marketing via YouTube exhibits the highest explanatory power in relation to perceived value, contributing 34.2% towards the achievement of customer satisfaction. Based on the findings, it is recommended that tourism companies allocate more resources towards the creation of high-quality and captivating content, particularly in the realm of video marketing through platforms like YouTube. Emphasis should be placed on providing informative and engaging information that showcases the unique tourism experiences offered by Jordan. Additionally, it is advised to collaborate with influencers who possess a strong connection to Jordanian tourism and culture. Furthermore, email marketing strategies should be enhanced by improving the content of emails to make them more personalized. Customized deals that cater to the specific needs and preferences of customers should also be offered.

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The Impact of Digital Marketing on Customer Satisfaction in Tourism Companies: The Mediating Role of Perceived Value

  • 章节

  • 发表日期：

    2025年

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  • Iyad A. A. Khanfar,
  • Qusay Khalaf Muhammad Al-Khawaldeh

摘要

The objective of this study is to assess the influence of digital marketing tools on the satisfaction of customers in Jordanian tourism companies, while also considering the mediating role of perceived value from the customers’ perspective. A descriptive analytical approach is employed, utilizing a questionnaire as the primary data collection instrument. The questionnaire is distributed to a sample of 500 customers, resulting in the retrieval of 408 valid questionnaires. This represents a response rate of 82%, which exceeds the minimum acceptable rate of 384. The questionnaire consists of 40 items designed to measure the variables and their respective dimensions. Statistical analysis is conducted using AMOS software version 22. The findings reveal a statistically significant positive impact of various digital marketing dimensions (including email marketing, influencer marketing, commercial advertising, and video marketing via YouTube) on the enhancement of customer satisfaction levels within Jordanian tourism companies. Collectively, these digital marketing dimensions account for 35.7% of the variance in customer satisfaction, with each dimension making distinct contributions: Email marketing explained 2.4%, influencer marketing 3.9%, commercial advertising 4.4%, and video marketing via YouTube 2.9%. Notably, video marketing via YouTube exhibits the highest explanatory power in relation to perceived value, contributing 34.2% towards the achievement of customer satisfaction. Based on the findings, it is recommended that tourism companies allocate more resources towards the creation of high-quality and captivating content, particularly in the realm of video marketing through platforms like YouTube. Emphasis should be placed on providing informative and engaging information that showcases the unique tourism experiences offered by Jordan. Additionally, it is advised to collaborate with influencers who possess a strong connection to Jordanian tourism and culture. Furthermore, email marketing strategies should be enhanced by improving the content of emails to make them more personalized. Customized deals that cater to the specific needs and preferences of customers should also be offered.