The Impact of Mobile Marketing 4Ss Mix on Electronic Service Quality and Customer Satisfaction the Perspective Customers of Jordanian Commercial Banks

Abstract: This study examined the effect of mobile marketing (4Ss mix) as an independent variable on electronic service quality and customer satisfaction as a dependent variable in Jordanian commercial banks in the capital, Amman. Also. The dimensions of mobile marketing were (scope, site, synergy, and system). the dimensions of electronic service quality ES-QUAL and American customer satisfaction index as a dimension customer satisfaction. The study sample was (N = 400). The data was gathered using an actual questionnaire, and it was discovered that in the Jordanian commercial banking sector, there is a positive and significant connection between mobile marketing, electronic service quality, and customer satisfaction.