The Role of TQMk in Increasing the Effectiveness of E-Marketing within the Jordanian Telecommunication Sector

Mohammad Fahmi Al-Zyoud,Anas Alsoud,Malek Alsoud,Lu’ay Al-Mu’ani

doi:10.3390/jtaer16050076

Abstract

The current study focused on examining the role of TQMk (Total Quality Marketing) in increasing the effectiveness of e-marketing within Jordanian telecommunication sector; TQMk included variables of service quality, market orientation and the customer-focused approach. A quantitative approach was adopted through utilizing a questionnaire, which was distributed to 18 marketing and project managers within Jordanian telecommunication organizations (Zain, Umniah and Orange). Results of the study indicated that TQMk can have an influence in increasing the effectiveness and efficiency of e-marketing solutions within the organization and mainly within the social marketing and electronic marketing departments, through developing the variable of the customer-focused approach, which has the deepest influence on e-marketing approach’s effectiveness; it was followed by an influence of service quality, and the least influential factor was market orientation. The study recommended focusing on clients within the targeted markets through different aspects, including price, new products acceptance, customer behavior and purchase decision motivators.

Highlights

IntroductionThere are many concepts related to explaining the term ‘quality’, some of these explanations connect the word ‘quality’ and the idea of accomplishing the thing in a perfect manner [1], Others saw the meaning of quality as excellence or, as [2] argued, quality can refer to achieving something with a high degree of good quality and good value.Quality is considered a reliable criterion, so that an achievement is distinguished from other achievements in the same environment and in the same field, and its privilege is to be completely free from any defect that may be a reason for criticism [3].According to [4], an organization which focuses on delivering the best and most accurate service/product to its customers must adopt technologies that embrace its desires and help to reach its goal
The quantitative approach was supported by the use of a questionnaire as a tool of study which was divided into two main sections; the first took into perspective the demographic variables of the sample, while the second part of the questionnaire took into perspective the variables of TQMk, including customer focus approach, service quality and market orientation
Total of 18 managers from marketing departments were exposed to a questionnaire of the study, which focused on three main variables of TQMk, including market orientation, customer focus and service quality

Summary

Introduction

There are many concepts related to explaining the term ‘quality’, some of these explanations connect the word ‘quality’ and the idea of accomplishing the thing in a perfect manner [1], Others saw the meaning of quality as excellence or, as [2] argued, quality can refer to achieving something with a high degree of good quality and good value.Quality is considered a reliable criterion, so that an achievement is distinguished from other achievements in the same environment and in the same field, and its privilege is to be completely free from any defect that may be a reason for criticism [3].According to [4], an organization which focuses on delivering the best and most accurate service/product to its customers must adopt technologies that embrace its desires and help to reach its goal. Noted that playing on the level of quality has become a guaranteed weapon which can deliver the organization to the state that it looks for “excellence” and [5], at the same time, deliver the needed service to clients with the best level of satisfaction, leaving it with high performance and a well-built customer base. This target of organizations has led them to embrace the strategy and philosophy of Total Quality Management (TQM) as an approach to make sure that the service has the ability to meet customers’ expectations. There appeared an undeniable interest in TQM

Objectives

Methods

Results

Discussion

Conclusion