أثر وسائل التسويق المباشر في بناء الميزة التنافسية دراسة ميدانية لفنادق الخمس نجوم في مدينة عمان

Abstract

This study aims to identify the impact of direct marketing means in developing competitive advantage in 5-stars hotels located in Amman. The study addresses the high interest of hotels under study of developing a database about their clients: current and potential. The results indicate also that there is a significant effect of direct marketing means on developing competitive advantage (cost leadership, differentiation) in hotel sector. The study highlighted the importance of e-mail, social media, hotel’s website and mobile phone as means of direct marketing in gathering information about current and potential customers, in order to communicate with them, which increase the chance of informing, persuading and assisting customers in making the decision of purchasing the desired hotel service.