Prof. Yousef Abu Al-Udous

238 Pages·2012·4.7 MB·English

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Zarqa Journal for Research and Studies in Humanities
Volume 13, No. 1, Rajab 1434/ June 2013

Editorial Board

Editor -in- Chief

Prof. Yousef Abu Al-Udous

Vice Editor (cid:150)in(cid:150) Chief
Prof. Sami M. Ali

Members

Prof. Rateb Al-Saud

Prof. Zakaria Siam
Prof. Abd Al-Hamied Ghoniem
Prof. Hameed Al-Jumayli
Prof. Mohammad Al-Taai
Prof. Adel Awwad Ziadat
Dr. Mustafa Al-Khasawneh

Editorial Secretary

Aseel Mahmoud Al-Mai

Language Editors
Dr. Jamil M. Bani Ata (Arabic)
Dr. Alaeddin Sadeq (English)

Biannual Refereed Indexed Specialized Scientific Journal Published by the
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Zarqa University

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The views expressed in this issue are those of the authors, and do not necessarily
reflect the views of the editorial board or the policies of

Zarqa Universiy


Zarqa Journal for Research and Studies in Humanities

Volume 13, No. 1, Rajab 1434/ June 2013

Advisory Board

Prof. Azmi Taha Al-ALBayt University/ Jordan

Prof. Mohammad Al-Drubi A l - A L B a yt University/ Jordan

Prof. Ali Mahafza Jordan University/ Jordan

Prof. Salameh Tnash Jordan University/ Jordan

Prof. Mahmoud Sartawi J o r dan University/ Jordan

Prof. Ibrahim Al-Sa(cid:146)afin J o r d an University/ Jordan

Prof. Shafiq Alawneh Yarmouk University/ Jordan

Prof. Riyad Al-Moumani Yarmouk University/ Jordan

Prof. Allan Odden W isconsin- Madison University/ USA

Prof. Rasha Hammadah D amascus University/ Syria

Prof. Ibrahim Meada Damascus University/ Syria

Prof. Mahmoud Al-Wadi King Saud University/ KSA

Prof. Saif Al-Muraykhi Qatar University/ Qatar

Prof. Ahmad Abu Lsain Academy of Graduate School/ Libya

Prof. Qasim Sha(cid:146)ban American University/ Lebanon

Prof. Mazen Al-Ramadany Al-Nahrian University/ Iraq

Prof. Mohammad Al-Nadawi A l i g a rh Muslim University/ India

Dr. Hasan Al-Malkh Al-ALBayt University/ Jordan

Dr. Hind Alsaderi P r i n cess Nora University/ KSA

Dr. Maria De Pillar Murcia University/ Spain



The views expressed in this issue are those of the authors, and do not necessarily

reflect the views of the editorial board or the policies of

Zarqa University
Zarqa Journal for Research and Studies in Humanities

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Editorial Preface

Between many scientific journals, we introduce "Zarqa
Journal for Research and Studies in Humanities" as an indexed
refereed scientific journal, specialized in humanities. The
coverage of the journal includes all new findings in the research
works which are original and contribute to human knowledge.
The journal was established in 1999, and specialized in
humanities in 2009. Volume 9 is the first volume published in
humanities closely. The journal publishes papers submitted by
researchers from all countries in the world in Arabic or English
languages. It covers all aspects of research in humanities.
Submitted articles are peer reviewed by distinguished
specialists in their respected fields. Two issues of the journal
are yearly published: The first in June, and the second in
December.

Editor -in- Chief

Prof. Yousef Abu Al-Udous
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Contents
Papers Pages
 Work Values Practiced Among the Superintendents and their Relationship with 1
Morale of the Department Chairpersons Working with them.
Rateb AL-Soud & Muhammad Rushdi/ Jordan.
 The Prediction of the Needs of the Saudi Ministry of Education for Resources in the 15
Intermediate Stage for Boys During the Period (2010-2019).
Ali Hussein Houriah & Ghada Abdul Aziz Al-Ahmadi/ KSA.
 Assessing thePerceived Quality towards Health Services: An Empirical Investigation 31
on Public Hospitals Affiliated to the Syrian Ministry of Health in Damascus.
Ali Bassam Mahmoud/ Syria.
 Evaluating the Performance of Jordan Insurance Companies from (2002(cid:150)2006). 45
Ismail Y. Yamin/ Jordan.
 The Impact of Restricting the Absolute Term on Deducing Legal Rulings. 61
Mohammad Sharif Mustafa & Maher Marouf Naddaf/ Jordan.
 Peace in Islam: Faith, Thought and History Perspectives. 79
Maryam Eisa Hamed Aleisa/ KSA.

 The Impact of the Administrative Leadership Style on the Organizational 95
Development in the Hashemite University.
Khaled Abdul Wahab Helal Alzeaideen/ Jordan.
 Effectiveness of a Social Program to Raise the Self-esteam for Kinder garten Blind 111
Kids.
Nader Ahmed Jaradat/ KSA.
 Transformations in the Jordanian Political Elite in the Wake of Jordan - Israel Peace 123
Treaty (1994-2004).
Mohammad Wajeeh Mousa Ijrab/ Jordan.
 Financial Performance Evaluation of the Islamic Banks as compared with the 139
Conventional banks Operating in Jordan in Light of Global Financial Crisis.
YousefHani Saleh Abd Al-Ghani & Mohammad MahmoudBani Essa/ Jordan.
 Independence of the Judiciary Power in the Light of the 1952 Jordanian Constitution 159
and Its Amendments.
Mustafa Fouad Al Khasawneh/ Jordan.
 A Contrastive Study of English-Arabic Verb Morphology. 186
Jamal Azmi Salim/ Jordan.
 The Hero as an Embodiment of His Own Age: A study of Kingsley Amis's Lucky Jim. 192
Halah S. Hassan Hadla/ Iraq.
 The Oriental Colouring in Byron(cid:146)s Poetry. 201
Kawther Mahdi Al- Zwelef & Akram Al- Beiruti/ Jordan.
 A Contrastive Study between English and Arabic Morphological Systems. 208
Richhan Abdul-Khaliq Al-Timimi/ Jordan.
 Factors Affecting the Adoption of E-Marketing Technologies in Services Industry- 224
Empirical Study on Hotel Sector in Jordan
Zakaria Ahmad Azzam/ Jordan.
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Zarqa Journal for Research and Studies in Humanities Volume 13, No 1, 2013

Factors Affecting the Adoption of E-Marketing Technologies in Services
Industry(cid:150)Empirical Study on Hotel Sector in Jordan

Dr. Zakaria Ahmad Azzam

Department of Marketing, Zarqa University, Jordan

Abstract: The Hotel industry, like many other industries, has witnessed many environmental changes and
developments that affect the way Hotels are doing businesses. Perhaps one of the major forces behind these
developments is technology, which is breaching geographical barriers, creating new products, services,
market opportunities, and developing more information and systems-oriented business and management
process. This study aims at Investigating the factors that affect the adoption of e-marketing technology in
Hotel Sector in Jordan. The present study is based on eight main hypotheses state that there is no statistical
significant relationship between Hotel size, Hotel willingness to change, IT knowledge, customer pressure,
competitor pressure, ease of emarketing use, top management support and adoption of emarketing
technology. The researcher designed a questionnaire as an instrument to collect the necessary data ,and then
it was distributed personally to the sample of the study which constitutes all five, four, and three star Hotels
operating in Amman city, the Capital of Jordan ,with total number of (88) questionnaires which were usable
for analysis. The findings from the field research showed a significant relationships between all the above
factors and emarketing adoption in Hotel industry except Hotels' size which was not significantly related. A
number of managerial implications and recommendations are provided to guide Hotel's managers in their
efforts to adopt and implement this new way of delivering Hotel services, in order to satisfy customers(cid:146)needs
in a better way than do competitors.

Keywords: Hotel Industry, E-marketing Adoption, Technology, Hospitality Services, Jordan.

Received July 1, 2012; Accepted February 19, 2013

1. Introduction: within business enterprises regardless of its type or
size.
Hotel Industry do play a major and important role
in today(cid:146)s world economy, and they are recognized Evidences based on accumulated research,
as one of the main contributors to economic suggest that the adoption and the implementation of
development and employment growth. Specially the recent technological advancements and
with the revolution in information technology (IT) communication tools are considered as a source of
and communications which changed the way such competitive advantage for many organizations in
firms conduct their business today. general and Hotel Industry in particular. Nowadays,
Hotels are working and competing in a very strong
In recent years, increasing numbers of businesses
and accelerating environment characterized by high
have been using the Internet and other electronic
technological advancement, increasing the number
Marketing technology (as a new marketing
of the Hotel services providers, complexity and
phenomenon and philosophy) to grow in a dramatic
changing needs of clients. Perhaps one of the major
and dynamic way.
forces behind these developments is technology,
Implementing E-Marketing by Hotel Firm can
which is breaching all geographical barriers, creating
change both the shape and nature of its business all
new products, services, market opportunities,
over the world. Because of the increase usage of the
developing more information and systems-oriented
internet and other Electronic Marketing tools (i.e.: E-
business and management process to the market
mail, internets, Extranets and Mobile phones, etc(cid:133))
(Liao and Cheung, 2002).
in electronic transactions which create not only a lot
Therefore, Hotels are trying to create some kind
of opportunities for hotel industry but also can
of competitive advantages that keep them
eliminate a lot of its threats. From this prospective, it
competitive and increase their capabilities to better
is noticed that the internet, electronic media tools
serve their target markets. One of the most important
and Electronic Marketing tools are playing a vital
sources of competitive advantages available for the
and essential role in conducting marketing activities
Hotel industry is the adoptions and implementation
224
Factors Affecting the Adoption of E-Marketing Technologies in ServicesIndustry(cid:150)Empirical Study on Hotel Sector in Jordan

of technological tools, and in particular, e-marketing, obstacles of that adoption. On the other hand, results
Online services, e-reservation, e-payments, and other from previous research indicated that level of e_
new electronic systems. Therefore, the development marketing has an effect on both the degree of e-
and adoption of these technologies by Hotel industry marketing adoption as well as business and Hotels(cid:146)
is expected to result in a more efficient and performance. In Jordan, as one of the promising
competitive Hotel system. (Akinci et al, 2004). countries seeking to achieve a competitive advantage
Many studies have suggested that the adoption of among Middle East Countries as a center in this area,
e-marketing may provide great opportunities for it is important to Study the most recent technological
creating long-term profitability and strong customer advancements and communication tools in order to
relationship and high customer satisfaction. better serve their target customers, facilitate the
Hotels processes and transactions, enhance
Information and computer technology specially e-
operational efficiency and expand their coverage at a
marketing, has affected many trends in today(cid:146)s
cheaper rate. So, a broader perspective is needed to
business, particularly the socioeconomic trends of
understand the main Factors that affect the adoption
Hotel industry. Most of Jordan Hotels increasingly
of e-marketing technologies by Hospitality firms in
emphasize direct e-payment, e-advertising e-
Jordan. Therefore, problem can be expressed in the
reservation and other e-marketing tools used by
following research questions:
hotels which benefits the hospitality Firms and also
customers by reducing costs and providing real-time 1. To what extent do Jordan Hotels adopt e-
information to both the parties. This give hotels the marketing in their activities?
chance to use all e-marketing technologies in order 2. What are the factors that most explain the
to take full advantage of the practical and creative variations in the adoption of e-marketing in Hotel
business uses. (Wang and Wang, 2010). Industry in Jordan?
The relationship between emarketing and factors 3. What are the main factors affecting the adoption
affecting its adoption is examined. Technology in the of e-marketing in the Hotel Industry in Jordan?
form of information systems support was found to be
3. Research Importance:
especially associated with service quality and the
price competitiveness of front-line employees (Flohr This research is important at both the academic
Nielsen, Blandfort, Langer and Aarestrup, 2003). E_ and practical levels. Academically, few studies are
marketing was found to be especially associated with concerned with exploring the factors that affecting
a more successful application of e-marketing the adoption of e-marketing from Hotel point of
solutions (Flohr Nielsen and, Lunborg, 2001, AL- view. Most of the studies are concentrating on the
Sumaiedeh and Yousof, 2011). Also the link customer side and examine the factors that
between e_ marketing, e-marketing adoption was encourage the customers to accept and adopt the
reported in a number of studies (e.g. Flohr Nielsen, electronic tools in general and e-marketing in
2002; Mols, 2001; Flohr Nielsen and, Lunborg, particular. So, the study can contribute to the
2001, Wang and Wan 2010; EL-Gohary, 2010; accumulated knowledge in this area. From practical
Kelly.et.al, 2010 and EL-Sahen, 2008). point of view, the Hotel represents one of the most
important sectors in any economy in general, and for
2. Research background and problem:
Jordan economy, in particular, where the economy
From an extensive literature review, it can be depends greatly on the Hotel sector as a source of its
concluded that Hotels differ in their degree of competitive advantage in this region. From a
adoption of e-marketing, and there are many internal marketing point of view, e-marketing is considered
and external factors that can affect that adoption. as a new service and as a channel of distribution of
Many studies have revealed that internal factors can Hotel services. Such efforts are contributing to
affect and accelerate the adoption process. These developing close and trusting relationship with
factors can be varied based on strategic, customers and managers in Hotel with understanding
organizational and systems differences. On the other the factors to be considered in order to adopt and
hand, the environmental factors can facilitate or accelerate the implementation of e-Marketing
hinder the opportunities to adopt the new services, hence they can manage these factors to
phenomenon (Kelly, Petranka et, al.2010; Wang and enhance better performance and gain a competitive
Wang, 2010;Azzam and AL-Ramahi,2010; Wai and advantage in the market.
Wai 2010, Khemtheny and Suree et,al.2006).
4. Research Objectives:
Furthermore, the adoption of e-marketing is affected
The overcharging objective of the present study is
by the Hotels management and employees(cid:146)
to examine the main factors that are taken into
perception toward the potential benefits and
consideration by Hotel Firms which affect the
223
Zarqa Journal for Research and Studies in Humanities Volume 13, No 1, 2013

adoption of e-marketing technologies in thier
operations. Based on this, three main objectives are
taken into account:
E-Business
1. Identifying the main factors affecting the
adoption of e-marketing technologies in Hotel
Industry. E-Commerce
2. Identifying the main advantages and obstacles of
e-marketing adoption in Hotel Industry.
E-Marketing
3. Providing the necessary recommendations for
Hotelers and researchers based on the findings of
the present study. Internet

5. E_ Marketing Adoption: Marketing

Electronic Marketing (E-Marketing) can be
viewed as a new philosophy in modern business
practice involved with the marketing of goods,
Figure 1: Defference between Internet-marketing,
services, information and idea via the Internet and
E-Marketing, E-commerce, E-Business
other electronic means. By reviewing the relevant
literature, it is noticed that definitions of electronic Source: El-Gohary et,al.(2010)
marketing (E-Marketing) vary according to each
From the author(cid:146)s point of view, implementing
author(cid:146)s point of view, background and
Electronic marketing (eMarketing) by Hotel
specialization. Smith and Chaffey defines it as
Industry enterprise can change both the shape and
(cid:147)Achieving marketing objectives through applying
nature of Hotel Industry all over the world. Because
digital technologies(cid:148) (Smith and Chaffy, 2005),
of the increase usage of the Internet and other
Strauss and Forest (2001) define it as (cid:147)The use of
electronic marketing tools (i.e.: Internet, Extranet
electronic data and applications for playing and
and mobile phones) in electronic transactions which
executing the conception, distribution and pricing of
create not only a lot of opportunists for Hotel
ideas, goods and services to create exchanges that
Industry but eliminate a lot of it(cid:146)s threats. (El-
satisfy individual and organizational goals(cid:148).
Gohary, 2010).
On the other hand, the review of the relevant
The hotel industry, like many other industries,
literature revealed than one of the main obstacles in
has witnessed many environmental changes that
the literature is the unclear way of dealing with the
affect the way Hotel are doing businesses. Changes
concept and definition of e-Marketing. Regarding
in the Hotel industry such as those resulting from
this, most of the researchers misused the term e-
technological changes, deregulation, rapid global
Marketing; the majority of researchers are using the
networking, and increased sophisticated customer
terms: e-Marketing/ Internet-marketing/ E-
needs and preferences, have affected the Hotel(cid:146)s
commerce/ E-business as equivalents or a different
offerings in their attempts to achieve the competitive
wording for the same meaning, which is incorrect
advantage and meet customers(cid:146) expectations. In
because they are different. For example, e-Marketing
responding to such changes, many Hotels start to
has a broader scope than internet-marketing. Internet
think strategically and change their emphasis in the
Marketing (IM) refers only to the Internet, World
segments they serve, the services offered and the
Wide Web, e-mails, while E-Marketing includes all
way they deliver them. More attention has been
of that plus all other E-Marketing tools like: Internet,
given to the retail market as it represents a relatively
Extranets and mobile phones. In contrast with that,
high portion of the Hotel service market and many
E-commerce and E-business have a wider and
new services have been offered and new ways of
broader scope than marketing. These differences can
delivering such services have been introduced. The
be illustrated in figure 1 which is adopted from (EL-
nature, sophistication, range and the quality of the
Gohary, 2010).
Hotels(cid:146) offering have been emphasized in order to
make their offers more attractive to customers
compared to competitors. For example, Hotel
managers believe that providing quality service

coupled with the way it is delivered is a key strategic

component in the Hotel profitability. The importance
of service delivery and its impact on improving
satisfaction and retention of customers, increasing
222