The impact of Facebook sales promotion activities on customer loyalty "Case study: Tourism offices in Damascus"

Abstract

With the widespread using of social media especially Facebook, and increasing of companies' understanding of the importance of acquiring loyal customers, accordingly the use of Facebook in developing customer loyalty has become more important because it allows companies to interact directly with customers at a relatively low cost and a high level of efficiency. The study aims to study the impact of using sales promotion activities via Facebook on customer loyalty in its attitudinal and behavioral dimensions. The researcher relied on the descriptive and analytical approach, and use the questionnaire as a key tool throughout a sample of /222/ cases from the customer of tourist offices in Damascus. SPSS22 package was used for testing the hypothesis. The results reveal that tourism offices in the city of Damascus are constantly using sales promotion through Facebook. Also, the results shows that there is a significant indication of the impact of sales promotion via Facebook on customer loyalty, in both the attitudinal and behavioral dimensions.