Comparison of Customers’ Perception of the Quality of Poland-Turkey Electronic Marketing Solutions

The main objective of the article is to determine the differences with regard to the identified attributes of electronic marketing in two selected countries, Poland and Turkey. Based on the experience of previous studies on the clients’ approach to e-marketing in Poland, the authors created a dedicated survey questionnaire, which was available simultaneously in the two countries concerned. Subsequently, they calculated the differences between particular e-marketing characteristics and, on this basis, drew conclusions from the study. No grounds were found to establish the existence of full globalisation in the electronic economy, in particular in electronic marketing. The studies were carried out in March 2019, and covered 360 respondents from the academic environment. The fundamental objective of the conducted research was to determine differences with regard to the perception of electronic marketing in the two countries in the light of the adopted measure, which is a combination of city-block distance, Euclidean distance and deviation from the average. The article aims to fill the research gap concerning the evaluation and comparison of applications of modern phenomena related to information technology in different regions of our globe. The first limitation of the article was that the research covered only the academic community. The second was non-inclusion in the study of cultural differences of potential influence on the analysed parameters. Further studies should therefore expand the research sample so as to make it more representative for the populations of the two countries and, in particular, to embrace the cultural differences.