Does mobile marketing affect customer loyalty in Jordan
Publication type: Journal Article
Publication date: 2021-03-06
scimago Q3
SJR: 0.267
CiteScore: 1.7
Impact factor: —
ISSN: 17560047, 17560055
Strategy and Management
Business and International Management
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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Metrics
90
Total citations:
90
Citations from 2024:
33
(36.67%)
Cite this
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RIS |
BibTex |
MLA
Cite this
GOST
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Mohammad A. S., Obiadat A. A. Does mobile marketing affect customer loyalty in Jordan // International Journal of Business Excellence. 2021. Vol. 23. No. 2. p. 226.
GOST all authors (up to 50)
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Mohammad A. S., Obiadat A. A. Does mobile marketing affect customer loyalty in Jordan // International Journal of Business Excellence. 2021. Vol. 23. No. 2. p. 226.
Cite this
RIS
Copy
TY - JOUR
DO - 10.1504/ijbex.2021.113446
UR - https://doi.org/10.1504/ijbex.2021.113446
TI - Does mobile marketing affect customer loyalty in Jordan
T2 - International Journal of Business Excellence
AU - Mohammad, Ayat Saed
AU - Obiadat, Ahmad Abedallah
PY - 2021
DA - 2021/03/06
PB - Inderscience Publishers
SP - 226
IS - 2
VL - 23
SN - 1756-0047
SN - 1756-0055
ER -
Cite this
BibTex (up to 50 authors)
Copy
@article{2021_Mohammad,
author = {Ayat Saed Mohammad and Ahmad Abedallah Obiadat},
title = {Does mobile marketing affect customer loyalty in Jordan},
journal = {International Journal of Business Excellence},
year = {2021},
volume = {23},
publisher = {Inderscience Publishers},
month = {mar},
url = {https://doi.org/10.1504/ijbex.2021.113446},
number = {2},
pages = {226},
doi = {10.1504/ijbex.2021.113446}
}
Cite this
MLA
Copy
Mohammad, Ayat Saed, and Ahmad Abedallah Obiadat. “Does mobile marketing affect customer loyalty in Jordan.” International Journal of Business Excellence, vol. 23, no. 2, Mar. 2021, p. 226. https://doi.org/10.1504/ijbex.2021.113446.