Academic journal article American Academic & Scholarly Research Journal

Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism

Academic journal article American Academic & Scholarly Research Journal

Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism

Article excerpt


The aim of this paper is to explore the relationship between three key variables, namely Marketing Mix, satisfaction and loyalty in curative tourism industry in Jordan. The seven dimensions of the Marketing Mix employed in this study are product, price, promotion, physical evidence, place, personnel, and process. Out of 950 questionnaires, 690 were returned by the end of September, 2009. Each variable was measured using reliable developed scales: product (6 items), adapted from (Yuksel, 2004), price (6 items) by (Yuksel, 2004), physical evidence (6 items) by (Yuksel, 2004), promotion (9 items) by (Yuksel, 2004), place (4 items) by (Yuksel, 2004), process (4 items)by (Yuksel, 2004), personnel (5 items) by (Yuksel, 2004), and tourist satisfaction (5 items) by Lim et al (2006). Finally, destination loyalty (7 items) by Lim et al (2006) .Data was input into SPSS and analyzed used exploratory factor analysis (EFA). SPSS results indicate that there some hypotheses: results of this study were as follows: H1 show that product and place were significant on destination loyalty. While, price, personnel and process not significant on destination loyalty, and for H2 show that product, place, price, personnel and process significant impact on tourist satisfaction. In addition, H3 show that the tourist satisfaction mediates the relationship between Marketing Mix and loyalty.

KEY WORDS: curative tourism, Marketing Mix, satisfaction, and loyalty.


Marketing is an art and a science. According to the American Marketing Association, marketing is "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Simply stated it is creating and promoting a product (ideas, goods or services) that satisfies a customer's need or desire and is available at a desirable price and place. According to Mahoney, Edward, Warnell, and Gary (1987), modern marketing is a way of doing business, heavily based on the "marketing concept" which holds that businesses and organizations should: (1) design their products/services to meet customer needs and wants; (2) focus on those people most likely to buy their product rather than the entire mass market; and (3) develop marketing efforts that fit into their overall business objectives. The importance of marketing mix concept is lauded by Rafiq and Ahmed (1995) who considers it as one of the core concepts of marketing theory. The spread of many ad hoc ideas has underestimated the concept of marketing mix and a call for a more coherent approach is necessary. In another study, Booms and Bitner (1981) studied marketing mix in other areas of marketing and opine that by adopting marketing mix, the provision of better products is not only accomplished but in addition, the saving of costs and time in developing and promoting the product is also accomplished (Mahoney et al., 1987).

Elements of the Marketing Mix

a) Product

A product as defined by Armstrong and Kotler (2006), is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. As for services, according to Hirankitti, Mechinda, and Manjing (2009) the product offer in respect of services can be explained based in two components: (1) The core service which represents the core benefit; (2) The secondary services which represent both the tangible and augmented product levels. The latter can be best understood in terms of the manner of delivery of the particular service. Ferrell (2005) opines that the product is the core of the marketing mix strategy where retailers can offer unique attributes that differentiates their product from their competitors. According to Borden (1984) product is characterized by quality, design, features, brand name and sizes

b) Price

According to Kotler, Armstrong, Wong, and Saunders (2008), price is the amount of money charged for a product or service, or the total values that consumers exchange for the benefits of having or using the product or service. …

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