International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


Electronic Customer Satisfaction Using Electronic Personalization And Social Media Marketing Model

Author(s): Al- Hashem Adel Odeh, Abu Orabi Tareq

Electronic personalization and social media considered innovative models used in the marketing strategy to achieve customer satisfaction by adopting modern tools that offer products and services based on personal preferences. The study employed a quantitative approach using a questionnaire distributed to a convenience sample consisted of (622) customers in the five-star hotels in Jordan. (573) questionnaires were valid and tested using AMOS.4. The study results indicated that social media marketing has a significantly positive impact on customer satisfaction and electronic personalization and there is a significantly positive impact of social media marketing on customer satisfaction through the intermediate role of electronic personalization. Accordingly, the management of five stars' hotels should be Adopt electronic marketing tools and models to enhance the level of customer satisfaction in the global competition.

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