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AUTHOR(S): Mohammad Khalaf Daoud, Mohd Saiful Bin Saadon
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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. |
KEYWORDS Mobile Marketing, 4Ss Mix, Electronic Service Quality, Customers Satisfaction, Customers of Jordanian Commercial Banks |
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Cite this paper Mohammad Khalaf Daoud, Mohd Saiful Bin Saadon. (2022) The Impact of Mobile Marketing 4Ss Mix on Electronic Service Quality and Customer Satisfaction the Perspective Customers of Jordanian Commercial Banks. International Journal of Economics and Management Systems, 7, 161-171 |
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