Main Article Content
Abstract
In today's digital age, customer prioritization is at the heart of effective digital marketing strategies. This study delves into the complex dynamics between using digital tools and promoting meaningful electronic communication with customers. Key factors such as customer orientation, transaction security, response efficiency, ease of communication, and customization were comprehensively studied through a comprehensive survey of several customers on Al Tayebat Trading Company’s website. The findings highlight how these elements significantly shape customer interactions in the digital realm. Ultimately, the research underscores the pivotal role of customer-focused e-marketing practices in enhancing electronic communications and promoting strong customer engagement.
Keywords
Article Details
Copyright (c) 2024 Rabea Rashed Mansoor Alsabahi, Erlita Ridanasti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Abu Fara, Y. (2007) E-marketing: the elements of the marketing mix. 1st ed. Wael Publishing House.
- Ahuja, V. and Medury, Y. (2010) “Corporate blogs as e-CRM tools – Building consumer engagement through content management,” Journal of Database Marketing & Customer Strategy Management, 17(2), pp. 91–105. Available at: https://doi.org/10.1057/dbm.2010.8.
- Alhaiou, T.A. (2011) A Study on the Relationship between E-CRM Features and E-Loyalty: the case in UK. Brunel University London. Available at: https://bura.brunel.ac.uk/handle/2438/5172.
- Andik, S.D.S., Daryanto, A. and Sembada, P. (2021) “The consumer’s motivation towards online purchase intention of chicken meat during the Covid-19 pandemic,” in E3S Web of Conferences. Les Ulis Cedex: EDP Sciences, pp. 1–8. Available at: https://doi.org/10.1051/e3sconf/202130602040.
- Anzieu, D. and Martin, J.-Y. (1979) La dynamique des groupes restreints. Presses univ. de France. Available at: http://promothee2004.free.fr/Documents/dynamiquegroupes.pdf.
- Boisdevésy, J.-C. (2001) Le Marketing relationnel. 2nd ed. Paris: Editions d’Organisation.
- Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation, and Practice. 7th ed. London: Pearson Education Limited.
- Flavián, C., Guinalíu, M. and Gurrea, R. (2006) “The role played by perceived usability, satisfaction and consumer trust on website loyalty,” Information & Management, 43(1), pp. 1–14. Available at: https://doi.org/10.1016/j.im.2005.01.002.
- Gefen, D., Karahanna, E. and Straub, D.W. (2003) “Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, 27(1), pp. 51–90. Available at: https://doi.org/10.2307/30036519.
- Jahanshahi, A.A. et al. (2012) “Analyzing the effects of electronic commerce on organizational performance: Evidence from small and medium enterprises,” African Journal of Business Management, 6(15), pp. 6486–6496. Available at: https://doi.org/10.5897/AJBM11.1768.
- Karim, R. Al and Chowdhury, T. (2014) “CUSTOMER SATISFACTION ON SERVICE QUALITY IN PRIVATE COMMERCIAL BANKING SECTOR IN BANGLADESH,” British Journal of Marketing Studies, 2(2), pp. 1–11. Available at: https://eajournals.org/bjms/vol-2issue-2june-2014/customer-satisfaction-service-quality-private-commercial-banking-sector-bangladesh/.
- Khalifa, M. and Shen, K.N. (2009) “Modelling electronic customer relationship management success: functional and temporal considerations,” Behaviour & Information Technology, 28(4), pp. 373–387. Available at: https://doi.org/10.1080/01449290802030373.
- Khammash, M. and Griffiths, G.H. (2011) “‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic word-of-mouth (eWOM), antecedences and consequences,” International Journal of Information Management, 31(1), pp. 82–87. Available at: https://doi.org/10.1016/j.ijinfomgt.2010.10.005.
- Kleindl, B. (2002) Strategic Electronic Marketing: Managing E-Business. 2nd ed. South-Western College Pub.
- Kotler, P. and Armstrong, G. (2014) Principles of Marketing. 15th ed. Essex: Pearson Education Limited.
- Kotler, P., Dubois, B. and Manceau, D. (2003) Marketing Management. 11th ed. Paris: PEARSON (France).
- Liu, H., Wang, Y. and Xie, K. (2013) “Agricultural E-Commerce Sites Evaluation Research,” International Journal of Business and Social Science, 4(17), pp. 138–143. Available at: https://www.ijbssnet.com/journals/Vol_4_No_17_Special_Issue_December_2013/17.pdf.
- Najm, H., Al-Mafrachi, M. and Pascal, L. (2021) “The impact of electronic marketing on economic development-a theoretical approach,” USAMV Bucuresti, 21(2), pp. 407–416. Available at: https://managementjournal.usamv.ro/pdf/vol.21_2/Art49.pdf.
- Qahf, A. and Salam, A. (2006) Marketing. Alexandria: Modern University Office.
- Reinikainen, H. et al. (2021) “Making and breaking relationships on social media: the impacts of brand and influencer betrayals,” Technological Forecasting and Social Change, 171(June), p. 120990. Available at: https://doi.org/10.1016/j.techfore.2021.120990.
- Roza, S. et al. (2022) “Consumer Attitude Towards Advertising on Instagram: the Role of Ads Personalization and Consumer Experience,” Dinasti International Journal of Digital Business Management, 3(1), pp. 130–140. Available at: https://doi.org/10.31933/dijdbm.v2i1.
- Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D. (2023) “Privacy concerns in social media UGC communities: Understanding user behavior sentiments in complex networks,” Information Systems and e-Business Management [Preprint]. Available at: https://doi.org/10.1007/s10257-023-00631-5.
- Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th ed. Chichester: John Wiley & Sons Ltd.
- Sterne, J. (2000) Customer Service on the Internet: Building Relationships, Increasing Loyalty, and Staying Competitive. New York: John Wiley & Sons Inc.
- Toor, A., Husnain, M. and Hussain, T. (2017) “The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator,” Asian Journal of Business and Accounting, 10(1), pp. 167–199. Available at: https://ajba.um.edu.my/index.php/AJBA/article/view/3478.
- Wang, M. and Huarng, A.S. (2002) “AN EMPIRICAL STUDY OF INTERNET STORE CUSTOMER POSTSHOPPING SATISFACTION,” Special Issues of Information Systems, 3(5), pp. 632–638. Available at: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=cf6a494fee7809319c2041e2bbc0b3bf76cd2de7.
- Yang, Z. et al. (2005) “Development and validation of an instrument to measure user perceived service quality of information presenting Web portals,” Information & Management, 42(4), pp. 575–589. Available at: https://doi.org/10.1016/j.im.2004.03.001.
- Yassin, S. and Alaalak, B. (2009) E-Commerce. Amman: Dar Al-Manhaa for Publishing and Distribution.
References
Abu Fara, Y. (2007) E-marketing: the elements of the marketing mix. 1st ed. Wael Publishing House.
Ahuja, V. and Medury, Y. (2010) “Corporate blogs as e-CRM tools – Building consumer engagement through content management,” Journal of Database Marketing & Customer Strategy Management, 17(2), pp. 91–105. Available at: https://doi.org/10.1057/dbm.2010.8.
Alhaiou, T.A. (2011) A Study on the Relationship between E-CRM Features and E-Loyalty: the case in UK. Brunel University London. Available at: https://bura.brunel.ac.uk/handle/2438/5172.
Andik, S.D.S., Daryanto, A. and Sembada, P. (2021) “The consumer’s motivation towards online purchase intention of chicken meat during the Covid-19 pandemic,” in E3S Web of Conferences. Les Ulis Cedex: EDP Sciences, pp. 1–8. Available at: https://doi.org/10.1051/e3sconf/202130602040.
Anzieu, D. and Martin, J.-Y. (1979) La dynamique des groupes restreints. Presses univ. de France. Available at: http://promothee2004.free.fr/Documents/dynamiquegroupes.pdf.
Boisdevésy, J.-C. (2001) Le Marketing relationnel. 2nd ed. Paris: Editions d’Organisation.
Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation, and Practice. 7th ed. London: Pearson Education Limited.
Flavián, C., Guinalíu, M. and Gurrea, R. (2006) “The role played by perceived usability, satisfaction and consumer trust on website loyalty,” Information & Management, 43(1), pp. 1–14. Available at: https://doi.org/10.1016/j.im.2005.01.002.
Gefen, D., Karahanna, E. and Straub, D.W. (2003) “Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, 27(1), pp. 51–90. Available at: https://doi.org/10.2307/30036519.
Jahanshahi, A.A. et al. (2012) “Analyzing the effects of electronic commerce on organizational performance: Evidence from small and medium enterprises,” African Journal of Business Management, 6(15), pp. 6486–6496. Available at: https://doi.org/10.5897/AJBM11.1768.
Karim, R. Al and Chowdhury, T. (2014) “CUSTOMER SATISFACTION ON SERVICE QUALITY IN PRIVATE COMMERCIAL BANKING SECTOR IN BANGLADESH,” British Journal of Marketing Studies, 2(2), pp. 1–11. Available at: https://eajournals.org/bjms/vol-2issue-2june-2014/customer-satisfaction-service-quality-private-commercial-banking-sector-bangladesh/.
Khalifa, M. and Shen, K.N. (2009) “Modelling electronic customer relationship management success: functional and temporal considerations,” Behaviour & Information Technology, 28(4), pp. 373–387. Available at: https://doi.org/10.1080/01449290802030373.
Khammash, M. and Griffiths, G.H. (2011) “‘Arrivederci CIAO.com, Buongiorno Bing.com’—Electronic word-of-mouth (eWOM), antecedences and consequences,” International Journal of Information Management, 31(1), pp. 82–87. Available at: https://doi.org/10.1016/j.ijinfomgt.2010.10.005.
Kleindl, B. (2002) Strategic Electronic Marketing: Managing E-Business. 2nd ed. South-Western College Pub.
Kotler, P. and Armstrong, G. (2014) Principles of Marketing. 15th ed. Essex: Pearson Education Limited.
Kotler, P., Dubois, B. and Manceau, D. (2003) Marketing Management. 11th ed. Paris: PEARSON (France).
Liu, H., Wang, Y. and Xie, K. (2013) “Agricultural E-Commerce Sites Evaluation Research,” International Journal of Business and Social Science, 4(17), pp. 138–143. Available at: https://www.ijbssnet.com/journals/Vol_4_No_17_Special_Issue_December_2013/17.pdf.
Najm, H., Al-Mafrachi, M. and Pascal, L. (2021) “The impact of electronic marketing on economic development-a theoretical approach,” USAMV Bucuresti, 21(2), pp. 407–416. Available at: https://managementjournal.usamv.ro/pdf/vol.21_2/Art49.pdf.
Qahf, A. and Salam, A. (2006) Marketing. Alexandria: Modern University Office.
Reinikainen, H. et al. (2021) “Making and breaking relationships on social media: the impacts of brand and influencer betrayals,” Technological Forecasting and Social Change, 171(June), p. 120990. Available at: https://doi.org/10.1016/j.techfore.2021.120990.
Roza, S. et al. (2022) “Consumer Attitude Towards Advertising on Instagram: the Role of Ads Personalization and Consumer Experience,” Dinasti International Journal of Digital Business Management, 3(1), pp. 130–140. Available at: https://doi.org/10.31933/dijdbm.v2i1.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D. (2023) “Privacy concerns in social media UGC communities: Understanding user behavior sentiments in complex networks,” Information Systems and e-Business Management [Preprint]. Available at: https://doi.org/10.1007/s10257-023-00631-5.
Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th ed. Chichester: John Wiley & Sons Ltd.
Sterne, J. (2000) Customer Service on the Internet: Building Relationships, Increasing Loyalty, and Staying Competitive. New York: John Wiley & Sons Inc.
Toor, A., Husnain, M. and Hussain, T. (2017) “The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator,” Asian Journal of Business and Accounting, 10(1), pp. 167–199. Available at: https://ajba.um.edu.my/index.php/AJBA/article/view/3478.
Wang, M. and Huarng, A.S. (2002) “AN EMPIRICAL STUDY OF INTERNET STORE CUSTOMER POSTSHOPPING SATISFACTION,” Special Issues of Information Systems, 3(5), pp. 632–638. Available at: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=cf6a494fee7809319c2041e2bbc0b3bf76cd2de7.
Yang, Z. et al. (2005) “Development and validation of an instrument to measure user perceived service quality of information presenting Web portals,” Information & Management, 42(4), pp. 575–589. Available at: https://doi.org/10.1016/j.im.2004.03.001.
Yassin, S. and Alaalak, B. (2009) E-Commerce. Amman: Dar Al-Manhaa for Publishing and Distribution.