دراسات اقتصادية
Volume 20, Numéro 1, Pages 01-16
2026-04-14
Digital Communication And Customer Behavior: Modeling Repurchase Intention In Hotel Services (case Study)
Authors : Akkarene Rim .
Abstract
The objective of this study is to analyze the impact of digital communication on customer loyalty in the hotel sector, taking the Atlantis hotel chain (Bejaia, Akbou) as a case study. It examines three dimensions of digital communication as well as communication via traditional channels and their influence on the intention to repurchase the hotel service, while using a questionnaire survey distributed to a sample of 170 customers. The results show that updated content, customer interaction, and presence on multiple platforms have a significant impact on repurchase intent, and hierarchical regression analysis confirms that repurchase intent plays a mediating role between the dimensions of digital communication and customer loyalty to services.
Keywords
Digitalization ; digital communication ; repurchase intention ; hotel services
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