The Impact of Information and Communication Technology on Improving Service Marketing at EgyptAir

Information and communication technology (ICT) has emerged as a key driver in the transformation of airline service marketing. For EgyptAir Airlines, ICT is a critical enabler for improving customer interaction, streamlining operations, and strengthening competitive positioning in a dynamic global market. By using ICT resources into its marketing efforts, the airline may provide more personalized services, better communications channels, and encourage more brand loyalty. The purpose of this study is to look at how EgyptAir's service marketing performance is improved by the adoption and usage of Information and Communication Technology (ICT). The research focuses on identifying the present applications of ICT in service marketing, raising employees' knowledge of ICT tools, analyzing the barriers facing ICT adoption, and giving solutions to improve the efficacy of ICT in boosting service quality. determining the barriers to ICT adoption, and proposing recommendations to improve ICT effectiveness in promoting service quality and customer satisfaction (546 travelers). The findings show that ICT plays an important role in boosting consumer communication, facilitating online booking and feedback systems, improving advertising techniques, and assisting with decision-making processes. The findings also show that successful use of ICT leads to increased consumer happiness, greater brand loyalty, and more efficient marketing operations. However, the study reveals barriers to comprehensive ICT deployment. Based on these findings, numerous recommendations were made to EgyptAir management to improve ICT integration and maximize its influence on service marketing.