The effects of e-marketing in enhancing customer loyalty in Moroccan hotels: The moderating role of social media

Abstract

Web 2.0, Web 3.0 and Web 4.0 have personalized the forms of communication on the Internet and are an essential tool for hotels to improve their online marketing techniques. In this study, hotels have been chosen as an exemplary area since it is one of the key sectors and plays the role as the locomotive of the national economy. Moreover, the Covid-19 health crisis has shown its important role and the impact of its collapse on the whole Moroccan economy. Building and maintaining brand loyalty is an essential theme for any company that wants to meet the competitiveness challenge. This study aims to measure the impact of mix-marketing on the customer loyalty in Moroccan hotels, in addition to showing the moderating role that social media can play in this relationship. The results of the research showed that e-marketing does not significantly influence, through its mix (product, price, promotion and place), customer loyalty, whether it is attitudinal or behavioral, combined or separated. Nevertheless, social media play the moderator role in the relationship between e-marketing and attitudinal and behavioral loyalty. In light of these findings, the companies should review their e-marketing strategies, including all of its components. It also must taking advantage of the opportunities offered by social media to strengthen customer loyalty and renew the brand image in the mind of customers.