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Open AccessArticle

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

1
Marketing Department, Business School, Al-Ahliyya Amman University, Amman 19328, Jordan
2
Electronic Business & Commerce Department, Business School, Al-Ahliyya Amman University, Amman 19328, Jordan
*
Author to whom correspondence should be addressed.
Academic Editors: Shib Sankar Sana and Sweety Sadhukhan
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1353-1368; https://doi.org/10.3390/jtaer16050076
Received: 28 February 2021 / Revised: 8 April 2021 / Accepted: 9 April 2021 / Published: 16 April 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
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. View Full-Text
Keywords: TQMk; customer focus; market orientation; service quality; e-marketing TQMk; customer focus; market orientation; service quality; e-marketing
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MDPI and ACS Style

Al-Zyoud, M.F.; Al-Mu’ani, L.; Alsoud, M.; Alsoud, A. The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1353-1368. https://doi.org/10.3390/jtaer16050076

AMA Style

Al-Zyoud MF, Al-Mu’ani L, Alsoud M, Alsoud A. The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1353-1368. https://doi.org/10.3390/jtaer16050076

Chicago/Turabian Style

Al-Zyoud, Mohammad F.; Al-Mu’ani, Lu’ay; Alsoud, Malek; Alsoud, Anas. 2021. "The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1353-1368. https://doi.org/10.3390/jtaer16050076

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