The impact of e-marketing on competitive advantage of Jordanian commercial banks

الملخص EN

The study aimed to examine The Impact of e-marketing (Internet Marketing, Mobile marketing) on competitive advantage of Jordanian commercial banks.

To achieve this objective, a questionnaire was developed for data collection.

, the number of valid questionnaires for analysis was (170), was used (SPSS) Version 16 to analyze the data.

The most important findings of this study were the following: The perceptions Respondents for e-marketing were a high level.

And, The perceptions Respondents for competitive advantage were a high level.

There is effect of e-marketing on competitive advantage, the dimensions of dependent variable explain (53%) of variation in the dependent variable (competitive advantage).

The study presented a number of recommendations, The Jordanian government, as an extension of the banking sector players, should further extend its digital bridge and internet penetration.

As revealed in the studies that reported positive impact specifically for e-marketing.