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| International
Journal of Web Applications
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| Impact of Mobile Marketing on Customer Loyalty in Jordan | Sulieman Al-Hawary, Ahmad Obiadat
Al al-Bayt University Jordan | | 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, Personalization, Localization, and Convenience). The study population consisted of the customers shopping through mobile in Jordan, a sample of 403 customers were taken. Their responses were investigated using a questionnaire designed for this purpose. The results were collected, entered into the computer and tested the hypotheses using the SPSS program.
The study results showed a statistically significant effect of Mobile Marketing (Interactivity, Personalization, and Convenience) on Customers’ Loyalty, and there is a statistically insignificant effect of Localization 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. | | Keywords: Mobile, Marketing, Customer, Loyalty, Jordan Impact of Mobile Marketing on Customer Loyalty in Jordan |
| DOI:https://doi.org/10.6025/ijwa/2019/11/4/136-151 |  Full_Text PDF 296 KB Download: 596 times | | References:1] Aaker, D. (1995). Dimensions of brand personality. Journal of Marketing Research, 36(3), 10-206. a. acceptance. International Journal of Mobile Communications, 2(2) 128-39.
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[27] Haghirian, P., Inoue, A. (2007). An advanced model of consumer attitudes toward advertising on the mobile internet. International Journal of MobileCommunications, 5(1) 48-67.
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International Journal of Web Applications Volume 11 Number 4 December 2019 1511] Aaker, D. (1995). Dimensions of brand personality. Journal of Marketing Research, 36(3), 10-206. a. acceptance. International
Journal of Mobile Communications, 2(2) 128-39.
[2] Al-alak, Alnawas. (2010). Evaluating the effect of marketing activities on relationship quality in the banking sector. International
Journal of Marketing Studies, 21(1) 78– 91.
[3] Al-qatan, S. (2011). Theoretic discussion of Tourism M-commerce. Research Journal of Applied Sciences, 6(6) 366-372.
[4] Balasubramanian, S., Peterson, R. A., Jarvenpaa, S. L. (2002). Exploring the Implications of M-Commerce for Markets and
Marketing. Journal of the Academy of Marketing Science, 30 (4) 348-361.
[5] Barnes, S. J., Scornavacca, E. (2004). Mobile marketing: the role of permission.
150 International Journal of Web Applications Volume 11 Number 4 December 2019
[6] Bauer, H., Reichardt, T., Barnes, J., Neumann, M. (2005). Driving consumer acceptance of mobile marketing: A theoretical
framework and empirical study. Journal of Electronic Commerce Research, 6(3) 181-192.
[7] Bruner, G. C., Kumar, A. (2007). Attitude toward location-based advertising. Journal of Interactive Advertising, 7(2) 3-15.
[8] Bucht, E., Gillberg, R. (2015). Mobile Marketing and its Effects on the Online Impulsive Purchasing Tendency, Unpublished
Master Dissertation, Luleå University of Technology, Luleå, Sweden.
[9]Chen, F. Y., Chang, Y. H., Lin, Y. H. (2012). Customer perceptions of airline social responsibility and its effect on loyalty.
Journal of Air Transport Management, 20, 49–51.
[10]Childers, T. L., Carr, J., Carson, S. (2001). Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior, Journal
of Retailing,77(1) 511–535.
[11] Clarke, I. (2001). Emerging value propositions for m-commerce. Journal of Business Strategies,18(2) 133-148.
[12] Conceptual model of SMS marketing, International Conference on System Sciences, 37, Hawaii 5-8 Jan. 2004, 471-480.
[13] Coyles, S., Gokey, T. C. (2005). Customer retention are not enough. Journal of Consumer Marketing, 22(2), 101-105.
[14] Day, G. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29–35.
[15] Dickinger, A., Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and
Applications, 4(2) 159-173.
[16] Dickinger, A., Haghirian, P., Murphy, J., Scharl, A. (2004). An investigation and Dowling Grahame (2002), Customer Relationship
Management, EBSCO Publishing California
[17] Efraim, T. (2012). Electronic Commerce A Managerial and Social Networks Perspective,8thedition,SpringerCham: Heidelberg.
[18] Fiegerman, Seth. (2011). 7 Gadgets That Won’t Be Around In 2020. Available: http://shopping.yahoo.com/articles/
yshoppingarticles/717/7-gadgets-that-wont-be-around-in- [27 October 2017 ]
[19] Fortin, D. (1997). The impact of interactivity on advertising effectiveness in the new media, Unpublished Master Dissertation,
College of Business Administration, Kingston, RI,Island. from 45 popular cases for campaign design. SJMM, 5(1), 175-192
[20] Galeano, M., Zavareh, M., Bahrami, E. (2016). Effect of Mobile Marketing on Customer oriented Brand Equity in Insurance
Industry. International Journal of Management, Accounting and Economics, 3( 3) 185 – 201.
[21] Gana, M., Koce, H. (2016). Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers’ Purchase
Intention. International Journal of Marketing Studies, 8(2) 121-127.
[22] Gao, T., Rohm, J., Sultan, F., Pagani, M. (2012). Brand in the hand: A cross-market investigation of consumer acceptance of
mobile marketing. Business horizon, (2012) 55, 485-493.
[23] Gao, T., Rohm, J., Sultan, F., and Pagani, M. (2013). Consumers untethered: A three-market empirical study of consumers’
mobile marketing acceptance. Journal of Business Research, 66(12) 2536-2544
[24] Gao, Q., Rau, P., Salvendy, G. (2009). Perception of interactivity: effects of four key variables in mobile advertising. International
Journal of Human-Computer Interaction, 25(6) 479-505.
[25] GarcÃa, D., Salmones, M. M., Herrero, A., RodrÃguez, I. (2005). Influence of corporate social responsibility on loyalty and
valuation of services. Journal of Business Ethics, 61(4) 369–385.
[26] Gaughan, Lesely. (2012). Mobile marketing a tool for building customer loyalty, Unpublished Masters Dissertation,
Letterkenny Institute of Technology, County Donegal, Ireland.
[27] Haghirian, P., Inoue, A. (2007). An advanced model of consumer attitudes toward advertising on the mobile internet.
International Journal of MobileCommunications, 5(1) 48-67.
[28] Haig, Matt. (2002). Mobile marketing: the message revolution, London: Kogan Page Ltd.
[29] Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study.
International Journal of Service Industry Management, 7(4) 27-42,
[30] Heinonen, K., Strandvik, T. (2007). Consumers responsiveness to mobile marketing. International Journal of Mobile
Communications, 5(6) 603-617.
International Journal of Web Applications Volume 11 Number 4 December 2019 151
[31] Holland, J. (2010). The Role of Mobile Marketing Communications in the IMC Strategy. Innovative Marketing, 6(2), 23.
[32] Hsiao, W., Wu, S., Wu, I. (2015). Analyzing Consumer Loyalty of Mobile Advertising: A View of Involvement, Content, and
Interactivity and the Mediator of Advertising Value. The Ninth International Conference on Mobile Ubiquitous Computing,
Systems, Services and Technologies, Nice, France, July 20 - 25, 2015, 44-49.
[33] Huang, R. Y., Symonds, J. (2009). Mobile marketing evolution: A Systematic literature review on multi-channel communication
and multi-characteristics campaign. In: Proceedings of the IEEE Enterprise Distributed Object Computing Conference Workshops
and Short Papers, Auckland, New Zealand, 1-4 sept, 2009, 157-165.
[34] Janssens, Camille. (2012). Brand awareness and brand attitude in Location Based Advertisements Related to persuasiveness
and consumer acceptance. Unpublished Masters Dissertation Dissertation, Tilburg University, Tilburg. Netherlands.
[35] Junglas, I. A., Watson, R. T. (2003). U-commerce: a conceptual extension of e-commerce and m-commerce. Proceedings of
the twenty-fourth international conference on information systems, Seattle, Washington, USA,15-17 December 2003, 667-677.
[36] Kandampully, J., Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image.
International Journal of Contemporary Hospitality Management,12 (6) 346–351.
[37] Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and Mobile social media 4x4. Business
Horizons, 55(2) 129-139.
[38] Kelleher, T. (2009). Conversational voice, communicated commitment, and public relations outcomes in interactive online
communication. Journal of Communication, 59(1) 172-188.
[39] Keller, K. L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing
Communication Programs. Journal of Marketing Management,17(1) 819-847.
[40] Klein, L. R. (2003). Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing, 17(1)
41-55.
[41] Kotler, P., Keller, K. L. (2009). Marketing Management (13 ed), New Delhi: Prentice Hall of India, 213 -225.
[42] Laudon, K., Laudon, J. (2014). Management Information Systems Managing the Digital Firm, England, Harlow Edinburgh
Gate,13ed: Pearson Education Limited.
[43] Liao, K.C., Lee, W. H. (2010). A Novel User Authentication Scheme Based on QR-Code. Journal of Networks, 5(8) 937-941.
[44] Looney, A., Jessup, L., Valacich, J. (2004). Merging Business Models For Mobile Brokerage Services. Communications of
The Acm, 74(6) 71-77.
[45] Michael, S., David, S. A. (2003). Model for small business new technology adoption: the case of mobile commerce. In:
Proceedings of 2003 ASBE Conference, Houston, Texas, Mar. 5-8, 2003.
[46] Mirbagheri, S., Hejazinia, M. (2010). Mobile marketing communication: Learning.
[47] Mort, G. S., Drennan, J. (2002). Mobile digital technology: emerging issues for marketing. Journal of Database Management,
10 (1) 9-23.
48] Perez, A., GarcÃa DelosSalmones, M. M., RodrÃguez del Bosque, I. (2012). The effect of corporate associations on consumer
behaviour. European Journal of Marketing, 47(1) 218–238.
[49] Pihlström, Minna. (2008). Perceived value of mobile service use and its consequences. Unpublished Master Dissertation,
Swedish School of Economics and Business Administration, Finland, Helsinki.
[50] Pousttchi, K., Wiedeman, D. ( 2010 ). Handbook of research On Mobile Marketing Management, New York, Hershey: IGI
Global.
[51] Raney, A., Arpan, L., Pashupati, K., Brill, D. (2003). At the movies, on the web: an investigation of the effects of entertaining
and interactive web content on site and brand evaluations. Journal of Interactive Advertising, 17(4) 38-53.
[52] Richardson, Neil. (2010). Quick start guide to mobile marketing create a dynamic campaign and improve your competitive
advantage. London: Kogen Page Ltd.
152 International Journal of Web Applications Volume 11 Number 4 December 2019
[53] Schierholz, R., Kolbe, L. M., Brenner, W. (2007). Mobilizing customer relationship management: a journey from strategy to
system design. Business Process Management Journal, 13 (6), 830-852.
[54] Shankar, V., Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis, Journal of Interactive Marketing,
23 (2), 118-129.
[55] Smutkupt, P. Krairit, D. and Esichaikul, V. (2010). Mobile marketing: implications for marketing strategies. International
Journal of Mobile Marketing, 5(2), 128.
[56] Suleyman, B. (2008). Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets. Ege
Academic Review, 8(1),15-32.
[57] Waele, Ruy. (2010). Mobile Trends 2020. Retrieved, 27 October, 2017, from http://www.slideshare.net/rudydw/mobile-trends-
2020.
[58] Wang, Y. (2013). More People Have Cell Phones Than Toilets, U.N. Study Shows., Retrieved, 2 Oct 2017, from: http://
newsfeed.time.com/2013/03/25/
[59] Wells, W., Moriarty, S., Burnett, J. (2006). Advertising: Principles and Practices,(7th ed), New Delhi: Prentice Hall of India.
[60] Welsch, Harold. (2004). Entrepreneurship the way ahead, New York 35Street: Routledge.
[61] Zeng, E. Y., Yen, D. C., Hwang, H. G., Huang, S. M. (2003). Mobile Commerce: The Convergence of E-Commerce and Wireless
Technology. International Journal of Services Technology and Management, 4(3).
[31] Holland, J. (2010). The Role of Mobile Marketing Communications in the IMC Strategy. Innovative Marketing, 6(2), 23.
[32] Hsiao, W., Wu, S., Wu, I. (2015). Analyzing Consumer Loyalty of Mobile Advertising: A View of Involvement, Content, and
Interactivity and the Mediator of Advertising Value. The Ninth International Conference on Mobile Ubiquitous Computing,
Systems, Services and Technologies, Nice, France, July 20 - 25, 2015, 44-49.
[33] Huang, R. Y., Symonds, J. (2009). Mobile marketing evolution: A Systematic literature review on multi-channel communication
and multi-characteristics campaign. In: Proceedings of the IEEE Enterprise Distributed Object Computing Conference Workshops
and Short Papers, Auckland, New Zealand, 1-4 sept, 2009, 157-165.
[34] Janssens, Camille. (2012). Brand awareness and brand attitude in Location Based Advertisements Related to persuasiveness
and consumer acceptance. Unpublished Masters Dissertation Dissertation, Tilburg University, Tilburg. Netherlands.
[35] Junglas, I. A., Watson, R. T. (2003). U-commerce: a conceptual extension of e-commerce and m-commerce. Proceedings of
the twenty-fourth international conference on information systems, Seattle, Washington, USA,15-17 December 2003, 667-677.
[36] Kandampully, J., Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image.
International Journal of Contemporary Hospitality Management,12 (6) 346–351.
[37] Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and Mobile social media 4x4. Business
Horizons, 55(2) 129-139.
[38] Kelleher, T. (2009). Conversational voice, communicated commitment, and public relations outcomes in interactive online
communication. Journal of Communication, 59(1) 172-188.
[39] Keller, K. L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing
Communication Programs. Journal of Marketing Management,17(1) 819-847.
[40] Klein, L. R. (2003). Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing, 17(1)
41-55.
[41] Kotler, P., Keller, K. L. (2009). Marketing Management (13 ed), New Delhi: Prentice Hall of India, 213 -225.
[42] Laudon, K., Laudon, J. (2014). Management Information Systems Managing the Digital Firm, England, Harlow Edinburgh
Gate,13ed: Pearson Education Limited.
[43] Liao, K.C., Lee, W. H. (2010). A Novel User Authentication Scheme Based on QR-Code. Journal of Networks, 5(8) 937-941.
[44] Looney, A., Jessup, L., Valacich, J. (2004). Merging Business Models For Mobile Brokerage Services. Communications of
The Acm, 74(6) 71-77.
[45] Michael, S., David, S. A. (2003). Model for small business new technology adoption: the case of mobile commerce. In:
Proceedings of 2003 ASBE Conference, Houston, Texas, Mar. 5-8, 2003.
[46] Mirbagheri, S., Hejazinia, M. (2010). Mobile marketing communication: Learning.
[47] Mort, G. S., Drennan, J. (2002). Mobile digital technology: emerging issues for marketing. Journal of Database Management,
10 (1) 9-23.
48] Perez, A., GarcÃa DelosSalmones, M. M., RodrÃguez del Bosque, I. (2012). The effect of corporate associations on consumer
behaviour. European Journal of Marketing, 47(1) 218–238.
[49] Pihlström, Minna. (2008). Perceived value of mobile service use and its consequences. Unpublished Master Dissertation,
Swedish School of Economics and Business Administration, Finland, Helsinki.
[50] Pousttchi, K., Wiedeman, D. ( 2010 ). Handbook of research On Mobile Marketing Management, New York, Hershey: IGI
Global.
[51] Raney, A., Arpan, L., Pashupati, K., Brill, D. (2003). At the movies, on the web: an investigation of the effects of entertaining
and interactive web content on site and brand evaluations. Journal of Interactive Advertising, 17(4) 38-53.
[52] Richardson, Neil. (2010). Quick start guide to mobile marketing create a dynamic campaign and improve your competitive
advantage. London: Kogen Page Ltd.
[53] Schierholz, R., Kolbe, L. M., Brenner, W. (2007). Mobilizing customer relationship management: a journey from strategy to system design. Business Process Management Journal, 13 (6), 830-852.
[54] Shankar, V., Balasubramanian, S. (2009). Mobile marketing: A synthesis and prognosis, Journal of Interactive Marketing, 23 (2), 118-129.
[55] Smutkupt, P. Krairit, D. and Esichaikul, V. (2010). Mobile marketing: implications for marketing strategies. International Journal of Mobile Marketing, 5(2), 128.
[56] Suleyman, B. (2008). Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets. Ege Academic Review, 8(1),15-32.
[57] Waele, Ruy. (2010). Mobile Trends 2020. Retrieved, 27 October, 2017, from http://www.slideshare.net/rudydw/mobile-trends-2020.
[58] Wang, Y. (2013). More People Have Cell Phones Than Toilets, U.N. Study Shows., Retrieved, 2 Oct 2017, from: http://newsfeed.time.com/2013/03/25/
[59] Wells, W., Moriarty, S., Burnett, J. (2006). Advertising: Principles and Practices,(7th ed), New Delhi: Prentice Hall of India.
[60] Welsch, Harold. (2004). Entrepreneurship the way ahead, New York 35Street: Routledge.
[61] Zeng, E. Y., Yen, D. C., Hwang, H. G., Huang, S. M. (2003). Mobile Commerce: The Convergence of E-Commerce and Wireless Technology. International Journal of Services Technology and Management, 4(3). |
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