An Investigation of Factors Affecting E-Marketing Customers’ Behavioral Intention to Use the Telecommunication Industry in Jordan

Abstract

The main concern of any organization is the client. Telecommunication is an operation-based organization that prioritizes to discover methods for fulfilling the client’s needs. Detecting this significance, this research was carried out to investigate the variables that could impact the client’s behavior toward e-marketing businesses in Jordan. The researchers collected the data using the questionnaire survey method. The research result revealed that relative advantage, complexity, compatibility, electronic marketing, quality of a website, quality of mobile service and strategies were found to be significantly associated with e-marketing customers’ behavioral intention to use the telecommunication industry. Additionally, Telecom owners and operators have to improve services quality as much as they could in light of the fact that it is the most significant factor of client’ choices in the telecom industry in Jordan. Finally, this research can be extended to other Arab countries to enable them to comprehend the various factors that impact customers’ behavior.