Electronic Networks and Relationship Marketing: Qualitative Evidence From Jordanian Travel Agencies

Abstract

The study aims to provide a deep understanding of the role of e-networks in building, enhancing, and maintaining relationship marketing in Jordanian travel agencies. The study seeks to identify factors influencing Internet usage in Jordanian travel agencies as small and medium-size enterprises. The study also identifies what hinders Internet usage in Jordanian travel agencies. Methodologically speaking, the study adopts a qualitative approach to achieve its aim and objectives. More specifically, in-depth interviews were used to collect data. The purposive choice basis was used to select the target interviewees. Eight Jordanian travel agencies were selected for interviews. Qualitative data from each interview were analysed using thematic and textual analysis of the interview transcripts. In light of the holistic view of the study, the interview themes were extracted. The study results indicated that there are contradicting views regarding Internet use with travel agency customers. Moreover, the Internet is perceived as enhancing relationships; however, it only supports traditional means of doing business and does not replace them.

KEYWORDS:

• e-networks
• interviews
• Jordan
• qualitative approach
• relationship marketing
• travel agencies