The Impact of E-Marketing on Customer Satisfaction: The Moderating Role of Service Quality in Jordanian Commercial Banks

Abstract

Banking work in this era is distinguished by relying on information and communication technology to develop systems and means of providing banking services and raising the efficiency and performance of banking services in line with the rapid progress in the banking industry. This study examines the impact of electronic marketing on customer satisfaction with the moderating role of service quality in Jordanian commercial banks. The study’s goals and questions were met using a descriptive and analytical technique. With the aid of a suitable data and information collection tool, the descriptive technique was employed based on the study of the research topic. The study population consisted of all administrative workers in the Jordanian commercial banks. The statistical package for the social sciences program was used to examine the data after obtaining it using the questionnaire (SPSS). The study found a statistically significant effect at the level (α ≤ 0.05) of e-marketing on customer satisfaction in Jordanian commercial banks, with the moderating role of service quality. The study also recommends expanding investments in the technical field. Banks seeking to provide electronic banking services must realise the importance and necessity of huge investments in information systems, the adoption of modern technology in communications, the development of internal and external networks, and the need for protection and security.