The Mediating Role of Brand Image in the Relationship Between E-Marketing and Customer Satisfaction (A Field Study on Palestinian Travel and Tourism Agencies)

Abstract

The study aimed to study the intermediate role of the trademark between e-marketing and customer satisfaction in Palestinian travel and tourism companies. Among the customers are those companies, as the number of customers represented by (hotel guests), according to statistics issued by the Palestinian Central Bureau of Statistics – Ministry of Tourism and Antiquities for the year 2023, reached (59899) customers, distributed according to the three classifications; Expatriates residents of 1948, local inmates, and the other nationalities, The study relied on the stratified random sample method, and the sample size reached (471) questionnaires through Richard Geiger’s equation at an error margin (4.5%), Accordingly, the researcher designed an online questionnaire and distributed it to customers according to the three classifications mentioned above. The main results showed that the Palestinian travel and tourism companies used e-marketing with a relative weight of (62.45%), which is a medium percentage, As for the the level of customer satisfaction within the Palestinian travel and tourism companies, the results demonstrated that a relative weight of (63%), which is a medium percentage too. As the main recommendations for the study the most important recommendation indicated the necessity of forming a joint committee by the Palestinian tourism and travel companies, linking it to the dimensions of e-marketing, customer satisfaction and the trademark Additionally, the necessity of the Palestinian travel and tourism companies to increase their services through in electronic means, and the necessity for the Palestinian tourism and travel companies to perform the company’s services compliance to the customer ezpectaions is expected