Impact of Mobile Marketing on Customer Loyalty in Jordan
Sulieman Al-Hawary, Ahmad Obiadat
International Journal of Web Applications, Vol. 11, No. 4, 2019.
DOI: https://doi.org/10.6025/ijwa/2019/11/4/136-151
Link: http://www.dline.info/ijwa/fulltext/v11n4/ijwav11n4_3.pdf
Abstract:
This study aimed to identify the impact of mobile marketing on the customerâ€™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 Customersâ€™ Loyalty, and there is a statistically insignificant effect of Localization on Customersâ€™ 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.