The relationship between e-marketing mix framework (4Ps) and customer satisfaction
What is it about?
This study uses SEM with Smart PLS 3.2.9 to analyze the relationship between the e-marketing mix (4Ps) and customer satisfaction with e-information services in Jordanian public university libraries. Data from 792 postgraduate students showed positive links with e-products, e-pricing, and e-promotion, but a negative link with e-place.
Why is it important?
Understanding the relationship between the e-marketing mix (4Ps) and customer satisfaction in Jordanian public university libraries is pivotal for improving service delivery and operational efficiency. By dissecting how elements like e-products, e-pricing, e-place, and e-promotion influence user satisfaction, libraries can tailor their strategies to better meet the needs of students and researchers. This research not only contributes to academic literature but also informs practical decisions on resource allocation and policy development, ensuring libraries remain competitive and responsive to evolving user expectations in the digital age.