| Autor: |
Elfadel, Maha Waleed1,2 (AUTHOR) maha3_2007@yahoo.com, Othman, Roslina Bt.2 (AUTHOR), Mat, Nik Hziman B. Nik3 (AUTHOR), Hamad, Faten Fatehi1,4 (AUTHOR), Mohadis, Hazwani Mohd5 (AUTHOR), Ahmed, Mahfooz2 (AUTHOR) |
| Předmět: |
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| Zdroj: |
Information Services & Use. 2024, Vol. 44 Issue 2, p139-164. 26p. |
| Abstrakt: |
This study employs Structural Equation Modeling (SEM) using Smart PLS 3.2.9 to offer valuable insight into the relationship between e-marketing mix (4Ps) and customer satisfaction with electronic information services provided by public university libraries in Jordan. The identified primary aspects within the e-marketing mix encompass e-product, e-pricing, e-place, and e-promotion. An online survey (questionnaire) targeting postgraduate student respondents at Jordanian public universities (a total of 792 participants) was used to gather data using a quantitative technique. Participants were chosen using voluntary response sampling. The study's findings revealed that all relevant elements of the e-marketing mix establish significant relationships with customer satisfaction among postgraduate student respondents utilizing e-information services in public university libraries in Jordan. Notably, e-products, e-pricing, and e-promotion demonstrated substantial positive relationships with customer satisfaction. Conversely, there was a negative relationship observed with e-place. The novelty of this study lies in its exploration of the previously unexplored realm of the e-marketing mix framework (4Ps) in the context of customer satisfaction with electronic information services within university libraries in Jordan. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Library, Information Science & Technology Abstracts |
| Externí odkaz: |
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