The Impact of E-marketing on Marketing Performance as Perceived by Customers in Jordan

Authors

D. M. Bader, Management Information System Department, Amman College, Al-Balqa Applied University, Salt, JordanManagement Information System Department, Amman College, Al-Balqa Applied University, Salt, JordanFollow
F. L. Aityassine, Department of Financial and Administrative Sciences, Irbid University College, Al-Balqa’Applied University, Salt, JordanFollow
M. A. Khalayleh, Department of Business Administration, Business School, Al al-Bayt University, Mafraq, JordanFollow
A. Z. Al- Quran, Department of Business Administration, Business School, Al al-Bayt University, Mafraq, JordanFollow

Abstract

The study’s goal is to see how e-marketing affects marketing performance in Jordan, as assessed by consumer satisfaction and loyalty. The basic data for this study was gathered using a convenient sampling method. The research was conducted using a self- report questionnaire as the primary tool. The data was acquired from a sample of 217 e-marketing users using a questionnaire. The study hypotheses were tested using SPSS 24.0, AMOS 23.0, and Smart PLS 3.0. The results showed that e-marketing had significant positive effects on both customer satisfaction and customer loyalty. The contribution made by the study is that measuring marketing performance is not done by evaluating the e-marketing process itself or the tools used in it, such as search engines, but through the results of this process, like customer satisfaction and customer loyalty.

Recommended Citation

M. Bader, D.; L. Aityassine, F.; A. Khalayleh, M.; and Z. Al- Quran, A. (2022) "The Impact of E-marketing on Marketing Performance as Perceived by Customers in Jordan," Information Sciences Letters: Vol. 11 : Iss. 6 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol11/iss6/5