Does mobile marketing affect customer loyalty in Jordan? Online publication date: Fri, 05-Mar-2021
by Sulieman Ibraheem Shelash Al-Hawary; Ahmad Abedallah Obiadat
International Journal of Business Excellence (IJBEX), Vol. 23, No. 2, 2021
Abstract: This study aimed to identify the impact of mobile marketing on the customer's loyalty in Jordan. The dimensions of mobile marketing were interactivity, personalisation, localisation, and convenience. The study population consisted of the customers shopping through mobile in Jordan; samples of 403 customers were taken. Their responses were investigated using a questionnaire designed for this purpose. The results were collected, inputted into the computer and the hypotheses were tested, using the SPSS program. The study results showed a statistically significant effect of mobile marketing (interactivity, personalisation, and convenience) on customers' loyalty, and there is a statistically insignificant effect of localisation on customers' loyalty. Based on the results, the researchers came up with some recommendations related to the fields of mobile content design, sharing information, benefit from the experiences, and solving customers problems.
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