أثر التسويق الإلكتروني على رضا الزبائن في قطاع الاتصالات الفلسطينية (جوال وواريدو)‎

الملخص EN

The study aimed to identify the impact of electronic marketing on customer satisfaction in the Palestinian telecom sector (Jawwal & Ooredoo), according to several variables.

The study followed the descriptive analytical method.

The sample of the study consisted of (200) participants using the Palestinian telecommunications (Jawwal & Ooredoo) in the Hebron Governorate.

A questionnaire consisting of two main sections and (39) paragraphs, of which (14) items were used to measure the nature of e-marketing and (25) items to measure customer satisfaction.

The results of the study indicated that the reality of e-marketing in the Palestinian telecommunications sector is average, as emarketing through the company's website provides effort and time, and gives a clear idea of the programs developed by the company, as well as opportunities to move from program to program without the need to go to the company.

It was also evident that there is a high level of customer satisfaction in the Palestinian telecommunications sector (Jawwal & Ooredoo), and the areas of customer satisfaction came in the following order: (customer expectations, quality of service provided, customer service).

It was found that there is an impact of e-marketing on the quality of the service provided, and on customer service and expectations.

The results of the study showed that there are statistically significant differences in the impact of e-marketing on customer satisfaction in the Palestinian telecommunications sector due to variables: gender, educational qualification, duration of participation, and type of segment, while it was found that there were no statistically significant differences attributed to variables: the segment, the way to deal with The company.

The study came out with a number of recommendations, including: (Enhancing the electronic infrastructure of Palestinian telecommunications companies in a way that ensures services reach all users, reducing the prices of services provided through the company website so that they are less than those provided at the company’s center, designing the company’s website in an attractive way, and in a way that enables customers Easily handle it).