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.

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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.

Perspectives

Examining the relationship between the e-marketing mix (4Ps) and customer satisfaction in Jordanian public university libraries offers multifaceted perspectives. Academically, it enriches literature by applying marketing concepts to library services, thereby advancing scholarly discourse on user satisfaction in educational settings. From a practical standpoint, insights gained can inform library administrators on optimizing service components like e-products, e-pricing, e-place, and e-promotion to meet user expectations better. This study also holds significance for policymakers, guiding evidence-based decisions to enhance library resources and services in alignment with digital advancements and user preferences. Ultimately, understanding these dynamics contributes to the broader goal of improving library experiences and fostering a supportive learning environment within academic institutions.

Maha Elfadel
International Islamic University Malaysia

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This page is a summary of: The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries, Information Services & Use, April 2024, IOS Press,
DOI: 10.3233/isu-240230.
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