مجلة الباحث الإقتصادي
Volume 14, Numéro 1, Pages 89-101
2026-06-30
Promotion Through Social Media As A Mediator Between Customer Satisfaction And Loyalty In Travel Agencies In The City Of Skikda
Authors : Kedjedja Djouhaina . Nettour Bilel .
Abstract
When marketing its tourism services, institutions seek to exploit social networking sites in an ideal way in order to enhance customer satisfaction while ensuring the sustainability of their loyalty. In this context, this study aims to analyze the role of customer satisfaction as an intermediate variable between promoting through social media sites and achieving the loyalty of customers of tourist agencies to the city of Skikda. This study relied on a simple random sample of 250 respondents from the customers of the tourist agencies of the city of Skikda. After distributing and retrieving the questionnaires, it was indicated that all the answers are analyzable, and therefore the final analysis was based on 250questionnaires. The data were analyzed using the Smart-PLS4 statistical program, where the results of structural modeling using Structural Equation Modeling showed a statistically significant relationship between social media promotion and customer loyalty, with a relationship with full mediation of customer satisfaction.
Keywords
customer satisfaction ; customer loyalty ; social media promotion
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