Open AccessThe Usage of Social Media for Improving the Customer Satisfaction: The Mediating Role of Electronic Services Quality
Author(s) -
Raad Mamduh Khaleel Khashman
Publication year - 2021
Publication title -
international business research
Language(s) - English
Resource type - Journals
eISSN - 1913-9012
pISSN - 1913-9004
DOI - 10.5539/ibr.v14n11p15
Subject(s) - social media , customer satisfaction , service quality , personalization , quality (philosophy) , marketing , dimension (graph theory) , business , sample (material) , test (biology) , psychology , service (business) , computer science , world wide web , mathematics , paleontology , philosophy , chemistry , epistemology , chromatography , pure mathematics , biology
The study aims to identify the impact of social media usage on customer satisfaction and the mediating role of electronic service quality through its dimensions (website design, reliability, customization, responsiveness, and trust) in the Vitas Jordan Company. A quantitative approach was used to answer the study questions and to test hypotheses. About (500) questionnaires were distributed using the Simple Random Sample technique to achieve the study purposes. (392) questionnaires were valid for analysis, based on the Statistical Package for Social Sciences (SPSS. V.25) and (AMOS) software. The findings of the study revealed that there is a significantly positive impact of social media usage on customer satisfaction and a significantly indirect positive impact of social media usage on customer satisfaction through the electronic Services Quality dimension as a mediating variable. The study recommended that managers concentrate and maintain the use of social media for providing unique services and responding to customers’ inquiries in a timely manner. In addition, the need to enhance the use of Twitter and Instagram in marketing champions.