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E-Marketing and Customers’ Bank Loyalty Enhancement: Jordanians’ Perspectives

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The Implementation of Smart Technologies for Business Success and Sustainability

Part of the book series: Studies in Systems, Decision and Control ((SSDC,volume 216))

Abstract

Customer care and satisfaction are on-demand and sought by any business, especially in increasing online activities and interactions, and purchases. Providing such services simultaneously is a crucial and essential matter to get customers’ loyalty. This paper examines how banks in Jordan rely on E-marketing to build long-lasting relationships with customers and the main factors assigned to understand their bank loyalty. Theoretically, based on the TAM paradigm and online survey of n = 330 respondents, the study found that all the E-marketing factors (e.g., social media features, word of mouth, informativeness) and the two TAM factors (mainly PEU and PU) reported having a positive impact on Jordanians’ bank loyalty, suggesting that these factors played a vital role in evaluating the bank services. The possible techniques about the online environment that can practically improve the commitment and loyalty among the banking sector in Jordan are also discussed.

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Author information

Authors and Affiliations

  1. Department of Radio and Television, Yarmouk University, Irbid, 21163, Jordan

    Mohammad Habes, Mohammad Qudah & Maryam Mohammed Al Hammadi

  2. Universiti Sultan Zainal Abidin (UniSZA), Kuala Terengganu, Malaysia

    Mahmoud Alghizzawi

  3. Communication and Media College, Al Ain University, 64141, Al Ain, UAE

    Mokhtar Elareshi

  4. Mass Communication College, Umm Al Quwain University, 536, Umm Al Quwain, UAE

    Abdulkrim Ziani

  5. School of Business Management, UUM College of Business, Sintok, Malaysia

    Abdulkrim Ziani

Authors
  1. Mohammad Habes
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  2. Mahmoud Alghizzawi
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  3. Mokhtar Elareshi
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  4. Abdulkrim Ziani
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  5. Mohammad Qudah
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  6. Maryam Mohammed Al Hammadi
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Corresponding author

Correspondence to Mahmoud Alghizzawi .

Editor information

Editors and Affiliations

  1. Ahlia University, Manama, Bahrain

    Allam Hamdan

  2. The University of Business and Technology, Jeddah, Saudi Arabia

    Haneen Mohammad Shoaib

  3. Northern Cyprus Campus, Middle East Technical University, Kalkanlı, Turkey

    Bahaaeddin Alareeni

  4. University College of Bahrain, Manama, Bahrain

    Reem Hamdan

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Habes, M., Alghizzawi, M., Elareshi, M., Ziani, A., Qudah, M., Al Hammadi, M.M. (2023). E-Marketing and Customers’ Bank Loyalty Enhancement: Jordanians’ Perspectives. In: Hamdan, A., Shoaib, H.M., Alareeni, B., Hamdan, R. (eds) The Implementation of Smart Technologies for Business Success and Sustainability. Studies in Systems, Decision and Control, vol 216. Springer, Cham. https://doi.org/10.1007/978-3-031-10212-7_4

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