The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector

Journal of Theoretical and Applied Electronic Commerce Research

Anas Alsoud¹  Mohammad Fahmi Al-Zyoud²  Lu’ay Al-Mu’ani²  Malek Alsoud² 

[1] Electronic Business & Commerce Department, Business School, Al-Ahliyya Amman University, Amman 19328, Jordan;Marketing Department, Business School, Al-Ahliyya Amman University, Amman 19328, Jordan;

关键词: TQMk;    customer focus;    market orientation;    service quality;    e-marketing;   

DOI  :  10.3390/jtaer16050076

来源: DOAJ

【 摘 要 】

The current study focused on examining the role of TQMk (Total Quality Marketing) in increasing the effectiveness of e-marketing within Jordanian telecommunication sector; TQMk included variables of service quality, market orientation and the customer-focused approach. A quantitative approach was adopted through utilizing a questionnaire, which was distributed to 18 marketing and project managers within Jordanian telecommunication organizations (Zain, Umniah and Orange). Results of the study indicated that TQMk can have an influence in increasing the effectiveness and efficiency of e-marketing solutions within the organization and mainly within the social marketing and electronic marketing departments, through developing the variable of the customer-focused approach, which has the deepest influence on e-marketing approach’s effectiveness; it was followed by an influence of service quality, and the least influential factor was market orientation. The study recommended focusing on clients within the targeted markets through different aspects, including price, new products acceptance, customer behavior and purchase decision motivators.

【 授权许可】

Unknown