E-Marketing and Customers’ Bank Loyalty Enhancement: Jordanians’ Perspectives

Abstract

Customer care and satisfaction are on-demand and sought by any business, especially in increasing online activities and interactions, and purchases. Providing such services simultaneously is a crucial and essential matter to get customers’ loyalty. This paper examines how banks in Jordan rely on E-marketing to build long-lasting relationships with customers and the main factors assigned to understand their bank loyalty. Theoretically, based on the TAM paradigm and online survey of n = 330 respondents, the study found that all the E-marketing factors (e.g., social media features, word of mouth, informativeness) and the two TAM factors (mainly PEU and PU) reported having a positive impact on Jordanians’ bank loyalty, suggesting that these factors played a vital role in evaluating the bank services. The possible techniques about the online environment that can practically improve the commitment and loyalty among the banking sector in Jordan are also discussed.