The impact of digital marketing on consumer behavior in KSA's telecom sector

The impact of digital marketing on consumer
behavior (in terms of satisfaction) in the

telecommunications sector in KSA (Al. Hasa City).
BY
Aziz Ali M Al arifi
Supervisor
Dr. Hesham Safwat
A Dissertation Presented in Partial Fulfillment of the

Requirements for
The Degree Doctorate’s of business administration
(DBA)
European International University

10 / 05 / 2022
CONTENT
I. Acknowledgment ...................................................................6
II. ABSTRACT.......................................................................................8
III. Research Philosophy: ................................................. 10
CHAPTER I. Introduction ....................................................................................... 11
1. Introduction:....................................................................... 11
2. Research Problem: .............................................................. 12
3. Research Objectives:............................................................ 12
4. Importance of Research: ...................................................... 13
Chapter II. Literature review .................................................................................. 14
Section One: 14
Digital marketing ................................................................................................. 14
Conclusion: ......................................................................................................... 16
Section Two: 18
Impact of Service Quality on Customer (Satisfaction). .............................................. 18
Section Three: 23
Consumer Behavior (Satisfaction): ......................................................................... 23
Conclusion: ......................................................................................................... 27
Chapter III ............................................................................................................... 31
Telecom sector: ................................................................................................... 31
Conclusion .......................................................................................................... 32
Chapter IV. .............................................................................................................. 33
The effect of the quality of digital marketing on the satisfaction behavior of consumers
(various studies). ................................................................................................. 33
Conclusion .......................................................................................................... 42
Chapter V. ............................................................................................................... 46
Conclusion .......................................................................................................... 46
Chapter VI. .............................................................................................................. 47
Theoretical framework ......................................................................................... 47
6.1. Definition of digital marketing: ............................................. 47
6.2. "Traditional Marketing Versus Digital Marketing .................... 48
6.3. Various elements of digital marketing: ................................... 48
.6.4 Definition of Customer Satisfaction: ...................................... 51
6.5. MEASURING CUSTOMER SATISFACTION: ..................... 54
6.6. Types of Customer Satisfaction Surveys................................. 57
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6.7. Definition of Customer loyalty: ............................................. 57
dependent Variables: (Quality of Digital Marketing):................................................ 59
independent Variables: (Customer satisfaction and loyalty): ..................................... 59
Research Hypothesis: ........................................................................................... 61
Conclusion .......................................................................................................... 64
Chapter VII. ............................................................................................................. 66
Section One: 66
Research Methodology:........................................................................................ 66
Research Design: ................................................................................................. 66
The researcher relied on the following statistical methods to analyze the questionnaire
data: .................................................................................................................. 67
Research Sample and Community: ......................................................................... 68
7.1.1. Research Community: .......................................................... 68
7.1.2. Research Sample: ................................................................ 68
Research Limitations and Determinants: ................................................................ 68
7.1.3. Objectivity border: .............................................................. 68
7.1.4. Geographical (spatial) boundaries: ......................................... 69
Section Two: 69
7.2.1. Study tool analysis (questionnaire): ....................................... 69
7.2.1.1. Questionnaire design: ................................................ 69
7.2.1.2. Study stability
and reliability of the study tool (questionnaire): 70
7.2.2. Description of the sample of the study:................................... 82
7.2.3. T-test: ............................................................................... 89
Section Three: 92
Research hypothesis testing .................................................................................. 92
7.3.1. Study the correlation between search variables: ....................... 92
7.3.1.1. First hypothesis test: ............................................................ 93
7.3.1.2. The second hypothesis test:................................................... 94
7.3.1.3. The third hypothesis test: ...................................................... 94
7.3.1.4. The fourth hypothesis test: .................................................... 95
7.3.1.5. The Fifth Hypothesis Test:.................................................... 96
7.3.2. Studying the effect of the research variables (studying ordinal
regression models): 96
7.3.3. The study of the ordinal regression model for the hypothesis H1-1
97
7.3.4. Study of the ordinal regression model for the hypothesis H1-2 101
3
7.3.5. Study of the ordinal regression model for the hypothesis H2-1:104
7.3.6. Study of the ordinal regression model for the hypothesis H3-1:107
7.3.7. The study of the ordinal regression model of the hypothesis H4-1:
110
7.3.8. Studying the ordinal regression model for the 1-H5 . hypothesis
113
7.3.1.6. Sixth Hypothesis Test: ....................................................... 116
Research Results................................................................................................ 122
Suggestions and recommendations ..................................................................... 126
References: .......................................................................................................... 131
Research Appendixes .......................................................................................... 141
1. Annex No. (1) is a copy of the questionnaire, in its initial form,
addressed to the arbitrators. 141
1.1. Part one: demographic information ...... 141
1.2. Part Two: General
Determinants of Using a Digital Website 142
1.3. Please tick (✔) the option appropriate to the degree of your acceptance of each of the
following statements regarding your use of the Mobily Saudi Telecom Company digital
website: ............................................................................................................ 143
1.3.1. The first axis:
(Good orientation towards the digital customer): 143
1.3.2. The second axis: (feeling
safe in digital interactions): 143
1.3.3. The third
axis: (the efficiency of responding to the customer digitally): 144
1.3.4. The Fourth Axis: (Ease of
digital communication): 144
1.3.5. The
Fifth Axis: (The degree of personalization in digital communication): 145
1.3.6.
Th
e Sixth Axis: (The Effectiveness of Digital Communication - Acceptance):
14
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1.3.7. The Seventh:
(Digital Communication Effectiveness - Response): 146
1.3.8.
Th
e eighth axis: (the effectiveness of digital communication - perseverance): 147
2. Annex No. (2) List of arbitrators on the questionnaire. ........... 147
3. Annex No. (3) The final image of the questionnaire. .............. 147
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3.1. Part one: demographic information ........ 148
3.2. Part one: demographic information ........ 148
3.3. Part Two: General
Determinants of Using a Digital Website 148
3.4. Please tick (✔) the option appropriate to the degree of your acceptance of each of the
following statements regarding your use of the Mobily Saudi Telecom Company digital
website: ............................................................................................................ 149
3.4.1. The first axis:
(Good orientation towards the digital customer): 149
3.4.2. The second axis: (feeling
safe in digital interactions): 150
3.4.3. The third
axis: (the efficiency of responding to the customer digitally): 150
3.4.4. The Fourth Axis: (Ease of
digital communication): 151
3.4.5. The
Fifth Axis: (The degree of personalization in digital communication): 151
3.4.6.
Th
e Sixth Axis: (The Effectiveness of Digital Communication - Acceptance):
15
2
3.4.7. The Seventh:
(Digital Communication Effectiveness - Response): 152
3.4.8.
Th
e eighth axis: (the effectiveness of digital communication - perseverance): 153
4. Annex No. (4): Statistical analysis tables using SPSS 21 program.
153
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I. Acknowledgment
I am the researcher: Aziz Ali Al-Arifi
I declare that the thesis submitted by me for a DBA in Business Administration -

specializing in digital marketing - entitled: The impact of digital marketing on
consumer behavior (in terms of satisfaction) in the telecommunications sector in KSA
( Al. Hasa City ). A field study on the branches of the Saudi Telecom Company
Mobily is one of my accomplishments.
10/05/2022
Aziz Ali Al-Arifi
I dedicate this work:
▪ To soul of my father and mother
▪ To the one who helped me and illuminated the path for me and overcame all
the difficulties that I stayed up late and sacrificed her time and effort and stood
by my side until I reached what I reached, and she is my dear wife, the source
of love and giving, I dedicate this study to you.
▪ To His Excellency, my wonderful professor, Dr. Hisham Safwat, who was

gracious and accepted to supervise my thesis.
▪ To the International European University, which gave me the opportunity to

present my thesis and obtain a professional DBA.
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Thanks, and appreciation
▪ I am pleased to extend my sincere thanks, gratitude, and appreciation to the

European International University for allowing me the opportunity to submit
my research for a professional doctorate degree.
▪ I am also pleased to extend my sincere thanks, gratitude, and appreciation to

the CEO Business School, which had the credit, after God Almighty, for
giving me the opportunity to do so and to provide the best professors to give
valuable lectures that we benefited from and to overcome all that is difficult
on our way.
▪ I am also pleased to extend my sincere thanks, gratitude, and appreciation to

His Excellency Dr. Hesham Safwat for accepting the supervision of my
message and for his kindness in providing the right advice, guidance and
direction, which had the effect of enriching this humble message. He has my
utmost appreciation and respect, praying to God Almighty to increase him in
knowledge, elevation and benefit with him and his knowledge.
▪ I also thank all my family and friends who helped me and supported me.
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II. ABSTRACT
This study is an attempt to joint between the modern Marketing Thoughts
(which consider the costumer is the focus of all marketing practices, and the
information technology (IT) and Digital Technology tools to serve Marketing within
the concept of digital marketing.
The study is prepared to discover the correlation between the Digital Marketing
Technics and Effective communication with the costumer. We considered that Digital
Marketing represented by (Good approaching to the costumer Digitally, Safety Feeling
while digital browsing, Efficiency Responding, easily of digitally communicates,
Personalizing Degree in digitally dealing). In addition, we had considered that Effective
communication with the costumer moving throw three basic steps: (Acceptance,
Responding, and Consistency).
Research Methodology: Researcher relied on the descriptive and analytical

approach and use the questionnaire as a key tool throughout a sample of /285/ cases
from the user of the Saudi Mobily Telecom Company’s website. SPSS package was
used for testing the hypothesis.
Research results: The most important results that we could conclude is :

1. Costumer’s Acceptance of the digitally communication process is
affected by the efforts, that company is introducing for good approaching to the
consumer on the company’s website .
2. Costumer’s Responding to the digitally communication process is
generated from the following factors :
• Costumer’s safety while browsing website .

• Efficiency responding to the costumer’s questions on the website.
• Connecting to the website easily, whenever using several ways .
• Personalizing Degree to active the communication with the costumer .
3. No link Discovered to any variable of the independent variables
studied by the researcher with the effectiveness of digital communication -
Consistency as the dependent variable .
4. Different age groups at a rate of 15.7% influence the answers of
respondents about the axis of a Safety Feeling while digital transactions .
5. Education degree affect 17% difference in the answers of respondents
around the axis digital communication – acceptance.
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Keywords: Digital Marketing, E-Marketing, E- communication, e-marketing
techniques, satisfaction and loyalty, communication with customers.
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III. Research Philosophy:
The philosophy of the research will be (critical realism), where the researcher
conducts the research by presenting and studying previous studies in other
geographical areas to fall on the gap where these studies stood and support the
opinion of people before me and apply them. In the city of Al-Ahsa, Kingdom of
Saudi Arabia.
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CHAPTER I. Introduction
1. Introduction:
Many of the developments the world has witnessed have had a significant
impact on the technological, scientific and economic level, the most prominent of which
has accelerated information technology and communications, resulting in huge
achievements in providing information and making it available to all groups, making it
easier to access it quickly and costing less.
It is worth mentioning that marketing has been influenced like others by
these technological developments, which led to the birth of a new marketing era called
digital marketing, and the quality of digital marketing has a significant impact on
consumer behavior, digital marketing experts have given it great importance by
studying the needs, desires and customs of consumers in terms of quality, and from this
point of view digital marketing experts had to follow up on the continued behavior of
consumers, in terms of changes in tastes and changes in legislation that generate new
ideas.
Telecommunications services are one of the most prominent areas that
need marketing support due to the increasing needs of customers of these services,
which is to obtain integrated communication services either voice through fixed
(landline) or voice and video services through mobile services or audio, video and data
through internet services, where speed, accuracy and security factors are available, and
any organization seeks to meet the wishes of its customers to become a means of
advertising for it for free or free, and the wider the list of marketers whenever The
organization's market share has increased, so some organizations are resorting to a new
entry point in marketing, digital marketing through the Internet by building websites,
apps or social media.
Telecommunications companies operating in the Al Ahsa city sector are
seeking to increase their indirect investments: enterprises investing through their non-
affiliated pos to enhance their sales, such as investing through third parties by
distributing fingerprint-backed customer data entry devices to complexes and mobile
stores and creating indirect points of sale to them at a certain rate to facilitate the sale
process.
One of the direct investments was what the researcher addressed in terms of
the quality of digital marketing during the website of telecommunications companies
and its impact on consumer satisfaction.
Telecommunications companies operating in the Al Ahsa city sector are
more demanding than others to improve competitive advantage by possessing efficient
and effective resources, enabling them to exploit the opportunities available, to create
values that make them unique to competitors and achieve the expected advantages of
using digital marketing, this study comes to highlight the impact of the quality of digital
marketing on the development of direct investment in telecommunications companies
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operating in the sector of Al Hasa city, and this chapter addresses the general framework
of study, which is the problem of research philosophy, the problem of Research, the
importance of research, research objectives, study assignments, study objectives, study
method, and then the limits of study, and finally previous studies and reconnaissance
studies.
2. Research Problem:
Digital marketing represents the planning and implementation of marketing
events related to the elements of the marketing mix of the service in order to meet the
needs and desires of customers and achieve the goals of companies through the
technologies used or over the Internet, and this expands the traditional concept of
marketing from its activities and traditional tools to new events that benefit from the
Internet as a marketing technology with distinctive characteristics reflecting all the
activities of the marketing mix, and for the success of that process highlights the interest
of the consumer to highlight his purchasing decisions where consumer decisions are
complex for each consumer Its characteristics and characteristics are distinct from
others and affect and affect the surrounding environment.
From the foregoing, and after reviewing previous studies in this field, we
conclude the following main problem:
How does the quality of digital marketing techniques affect consumer satisfaction and
interaction to communicate with the organization electronically?
Some questions arise from this problem:
What is the impact of the quality of digital marketing on consumer satisfaction to accept
it as a means of electronic communication with the organization?
What is the impact of the quality of digital marketing on consumer satisfaction to
respond to it as a means of electronic communication with the organization?
What is the impact of the quality of digital marketing on consumer satisfaction to
maintain it as a means of electronic communication with the organization?
3. Research Objectives:
The researcher seeks to reach a set of goals, which can be presented through the
following points:
1. Clarify the difference between owning digital marketing technology and its
techniques of providing a marketing management capable of effectively
directing all digital tools and means towards the right marketing destination.
Studying the reality of digital marketing and communication with digital
consumers of the Saudi Telecom Company, Mobily.
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2. Showing the degree of correlation and influence between digital marketing
techniques and the stages of the digital communication process for Mobily
Saudi Telecom customers, through its digital website.
3. Presenting a proposed model that helps improve the effectiveness of digital
communication with customers.
4. Coming up with a set of proposals and recommendations for the Saudi Mobily
Telecom Company, to help it adapt its digital marketing tools and methods,
especially its digital website, to the changes in the new business environment.
4. Importance of Research:
1- The importance of research from the theoretical side: The importance of
research in the theoretical section is evident through the increasing phenomenon
of electronic transactions to become one of the most important matters affecting
consumer behavior and purchasing decisions, which made the study of
electronic consumer operations an important factor in the method of effective
communication with him for the success of the organization. Through the
following points:
• Clarifying the most prominent strategies resulting from building a high-quality
digital communication with the consumer, and the marketing and financial
returns for the organization.
• Clarifying the concept of digital marketing, and its importance to the
telecommunications sector, which is one of the organizations in the Kingdom
of Saudi Arabia operating within the Internet environment, and the phenomenon
of the increasing demand for the daily use of the Internet by consumers in the
city of Al-Ahsa.
• Paying attention to the quality of digital marketing techniques, and that they
have a great role in giving value and high meaning to digital marketing tools
and means, and then linking them to the stages of building effective
communication with consumers.
2- The importance of the research from the practical side: In the practical section,
the researcher dealt with the study of analyzing the digital communication tools
of the Saudi Telecom Company Mobily and the extent of their feasible and
effective use, as it is considered one of the important organizations in the
telecommunications sector from the economic side, which is the Saudi telecom
sector, and constitutes its development and possession of technologies and
means Digital marketing and its use with high quality to ensure its continuity
within the new economic environment, and its vital and important role in
reviving the Saudi economy effectively and advancing the wheel of
development and progress.
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Chapter II. Literature review
Section One:
Digital marketing
1- " In today’s marketing era, digital marketing plays an important role in boosting up
online business outlets though effective advertisement. To days youth spend much
of their time on internet, and they prefer online shopping than visiting to marts or
malls. The economy of a country depends upon the growth of sales and production
which is enabled through these digital marketing. Hence digital marketing became
more popular than traditional marketing. Especially post covid-19. The majority of
the on line business is controlled through digital marketing." (BHARGAVI, 2021).
2- " Digital marketing is a system of reaching to the prospective shoppers or

consumers with products or services by using digital devices and channels. The
rising trend of both mobile phone usages and internet over the last one decade in
Bangladesh has been creating a bigger avenue for the marketers to promote their
products on the various social platforms at a cheaper rate compare to traditional
media which indeed is very expensive." (Sarker and Pahari, 2021).
3- "Digital marketing is a stage for social, business commitment of customer across

the world utilizing refined instruments like SEO, online journals, audits, viral
marketing, show advertisements, web-based media pop-up messages which can
make digital enjoyment." (Kumar, Kirpalani and Sharma, 2021).
4- " Digital marketing is the component of marketing that utilizes internet and online
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services." (Tamanna, 2021).
5- "Today, digital marketing is one of the most effective elements of the marketing
communications complex, which does not show signs of slowing down or stopping.
Therefore, leading companies and their marketers focus their efforts on the
formation of digital communications with their consumers. The global network has
changed the communication between the consumer and the company. In the digital
era, the focus of companies has changed: now they seek not so much to maximize
profit, how much to satisfy the client's need in order to be sure that their product
has value in the market and will be in demand" (Muhammedrisaevna,
Bakhriddinovna and Rasulovna, 2021).
14
6- " Digital marketing can be defined as the marketing practices carried out by using
digital channels such as internet, mobile, and interactive platforms. It provides cost
advantage and competitive advantage for businesses through its distinctive features.
New industries which bring new developments into economies such as new
products and concepts are called emerging industries." (Özoğlu and Topal, 2020)
7- " Internet of things is one of the emerging technologies which will affect different
application domains and will completely revolutionize the techniques incorporated
by marketers and businesses. IoT connects millions of objects and integrates smart
devices like RFID, sensors, and actuators delivering real-time, context-based data
which needs to be extracted and analyzed to create contextually effective marketing
strategies to impact consumers at an unprecedented level. An enormous amount of
data is stored on cloud which can be used to market a product. Cloud data and
eminence of IoT devices will disrupt the working of multiple industries and
prominently, digital marketing." (Parwekar and Gupta, 2020)
8- "Digital marketing is the use of technologies to assist marketing activities in order

to improve customer knowledge by matching their needs" (Chaffey and Ellis-
Chadwick, 2019).
9- "Digital marketing encompasses all marketing efforts that use an electronic device
or internet. Businesses leverage digital channels such as search engines, social
media, email and their websites to connect with current and prospective customers.
This can also be referred as ‘online marketing’, ‘internet marketing’ or ‘web
marketing’. Digital marketing is defined by use of numerous digital tactics and
channels to connect with customers where they spend much of their time: online.
From website to business's online branding assets - digital advertising, email
marketing, online brochures, and beyond -- there’s spectrum of tactics falling under
the umbrella of "digital marketing" (Desai, 2019).
10- "Digital marketing formerly referred to as e-marketing or Internet marketing is at

the heart of digital business – getting closer to customers and understanding them
better, adding value to products, widening distribution channels and boosting sales
through running digital marketing campaigns using digital media channels such as
search marketing, online advertising and affiliate marketing which we will explain
later in this chapter. It also includes using the web site to facilitate customer leads,
sales and managing after-sales service. As with mainstream marketing, digital
marketing is a way of thinking, a way of putting the customer at the heart of all
online activities; e.g. getting different user groups to test your web site on different
browsers in different settings on different connections" (Chaffey and Smith, 2017).
"Simply put, digital marketing is marketing online whether via web sites, online
ads, opt-inemail, mobile apps or emerging platforms. It involves getting close to
customers, understanding them better and maintaining a dialogue with them. It is
broader than e-commerce since it is not limited to transactions between an
organization and its stakeholders, but includes all processes related to marketing"
(Chaffey and Smith, 2017).
15
11- Known as: Data-driven digital marketing, Digital Marketers, Internet marketing
Digital marketing is an umbrella term for the marketing of products or services
using digital technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium. The way in which digital marketing
has developed since the 1990s and 2000s has changed the way brands and businesses
utilize technology and digital marketing for their marketing. Digital marketing
campaigns are becoming more prevalent, as digital platforms are increasingly
incorporated into marketing plans, and as people use digital devices instead of going to
physical shops.
(Miklosik et al., 2019)
12- "Digital marketing is a blanket term for the targeted, measurable, and interactive
marketing of goods or services using digital technologies in order to reach and
convert leads into customers and preserve them. The main objective is to promote
brands, shape preference and boost sales through several digital marketing
techniques" (Todor, 2016).
"Alternative terms for digital marketing are often: 'online marketing',
'internet marketing' or 'web marketing'. The fundamental concept in digital
marketing is based on the inbound marketing approach or generally it’s called
customer centric approach" (Todor, 2016).
13- "Online service tools are more effective than traditional means of communication"
(Helm et al., 2013).
14- "Nowadays, advertising and digital marketing technology has given way to digital
marketing. In addition, it is so powerful that it can help revive the economy and can
create enormous opportunities for governments to operate in a more efficient
manner" (Munshi and Munshi, 2012).
15- By digital marketing, we mean two activities: first, leveraging the unique
capabilities of new interactive media (e.g., World Wide Web, on-line services,
propri- etary dial-up services) to create new forms of interactions and transactions
between consumers and marketers; and second, integrating interactive media
with the other elements of the marketing mix.
(Parsons, Zeisser and Waitman, 1998).
Conclusion:
We note that the study of Parsons, Zeisser and Waitman, 1998 mentions that
digital marketing is two activities, the first: interactive media through the World Wide
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Web, online services, and private dial-up services, and the second: the integration of
interactive media with other elements of the marketing mix.
Todor, 2016 study agrees with him that digital marketing is comprehensive for
every marketing process that takes place over the Internet, with any of its terms: "The
three I remember them in English is better." Miklosik et al., 2019 also agrees, but it also
includes mobile phones, display ads, and any other digital medium. The study of
Chaffey and Smith, 2017, also agrees with them, but it is more clear, as his study
indicated that digital marketing is the same as e-marketing, and Internet marketing, as
it was previously called, and it is a way of thinking to put the customer at the heart of
all online activities. So does the Desai, 2019 study, adding search engines, social media,
and email. The study of Özoğlu and Topal, 2020, as well as the study of Tamanna,
2021, and the study of Kumar, Kirpalani and Sharma, 2021 also agree with them in this
definition.
Parwekar and Gupta, 2020 study defines digital marketing as one of the millions
of objects connected by the Internet of Things and integrating smart devices such as
RFID, sensors and actuators that deliver real time, context-based data that must be
extracted and analyzed to create contextually effective marketing strategies to influence
consumers unprecedented level.
It is clear that many previous studies dealt with digital marketing, whether in
the telecommunications sector or in the banking sector or in other sectors, where they
defined digital marketing and mentioned theories and opinions about digital marketing.
Through my reading of those studies, I concluded that the most general and
comprehensive definition of digital marketing was in:
1- The study of Todor , 2016
2- The study of Miklosik et al.,
3- The study Of Chaffey and Smith study, 2017
4-The Study Desai, 2019
All studies indicated that their goal:
Reach, convert and retain potential customers. (brand promotion).
My opinion is that all studies have defined digital marketing, but the best of
them are four studies on the strength of the definition of digital marketing, it is the most
general and comprehensive and my opinion tends to it.
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Section Two:
Impact of Service Quality on Customer
(Satisfaction).
1- The First study:
Study Title: "The Effect of Service Quality on Customer Satisfaction in an
Automotive After-Sales Service"
(Balinado et al., 2021).
Aim of the study: It aims to identify the factors affecting customer satisfaction
in the automotive aftermarket service in Toyota Dasmarinas-Cavite Philippines through
the use of a service quality approach. Several dimensions of service quality such as
tangibility, reliability, responsiveness, assurance and empathy were analyzed
simultaneously to satisfy customers.
Among the results of this study: Structural Equation Modeling (SEM)
indicated that among the five dimensions of service quality, reliability and empathy
were found to have significant customer satisfaction relationships in Toyota
Dasmarinas-Cavite Philippines. Interestingly, it was found that tactility, response, and
reassurance had no significant relationship with satisfaction. The service agent must
provide quality service to meet customer expectations and achieve a high level of
customer satisfaction, which subsequently builds customers’ trust towards the
company. Through this, the company can retain customers and loyalty which can also
increase the company's profits and competitive advantage.
2- The second study:

Study Title: "The Determinant Factors of Customer Loyalty: Service Quality
and Customer Satisfaction"
(Efendi et al., 2021).
Aim of the study: It aimed to find out and analyze determine the effect of
service quality on customer satisfaction, service quality on customer loyalty, customer
satisfaction on customer loyalty and the role of customer satisfaction as a mediation of
the effect of service quality on customer loyalty in Teluk Lamong loading and
unloading container terminal.
Among the results of this study: The results prove that there is a significant
effect of service quality on customer satisfaction at PT Terminal Teluk Lamong. The
second results imply that there is a significant effect of service quality on customer
satisfaction at PT Terminal Teluk Lamong. Likewise, the effect of customer satisfaction
on customer loyalty at PT Terminal Teluk Lamong is also significant. Satisfaction is
also confirmed to mediate the effect of service quality on customer loyalty.
3- The third study:

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Study Title: "The impact of artificial intelligence and employee service quality
on customer satisfaction and loyalty"
(Prentice, Dominique Lopes and Wang, 2020).
Aim of the study: The study discusses artificial intelligence (AI)-enabled

applications as a business service with a focus on the hotel industry. This research is
approached from a customer perspective and looks at how artificial intelligence and
employee service quality affect customer satisfaction and loyalty. The study was
conducted in multiple hotels in Portugal and focused on departing guests who tested
both artificial intelligence and employee services associated with the hotels surveyed.
Among the results of this study: The results show that both AI and employee
service quality explain large variations in the overall assessment of service quality as
well as customer satisfaction and loyalty. However, only some dimensions of QoS
created unique discrepancies in outcomes of interest. When employee service quality
and AI fall back into the same equation, AI becomes passive and insignificant. This
study contributes to artificial intelligence and customer loyalty research. The results of
this study have financial implications for hotels and provide insights into the optimal
allocation of resources.
4- The fourth study:

Study Title: "The effect of supermarket service quality dimensions and
customer satisfaction on customer loyalty and disloyalty dimensions"
(Slack, Singh and Sharma, 2020).
Aim of the study: It aimed to study the effect of service quality and customer
satisfaction dimensions on customers repurchase intention, word of mouth, complaint
behavior and price sensitivity, in addition to the effect of service quality dimensions on
customer satisfaction.
Among the results of this study: The results reveal the dominance and
magnitude of the effect of empathy positively on customer satisfaction, customer
repurchase intent and word of mouth, and negatively on customer complaint behavior
and price sensitivity. Customer satisfaction also significantly affects the dimensions of
customer loyalty and disloyalty.
5- The fifth study:

Study Title: "The Impact of Service Quality and Customer Satisfaction on
Reuse Intention in Urban Rail Transit in Tianjin, China"
(Wang et al., 2020).
Aim of the study: The aim of the study is to use the Structural Equation Model
(SEM) to assess important dimensions of service quality and customer satisfaction with
the intention to reuse passenger rail transportation
Among the results of this study: The results of the empirical study that service
quality can be visualized as functional service quality, technical service quality, comfort
and cleanliness, service planning and reliability. It has a positive effect on reuse intent
by enhancing customer satisfaction, as customer satisfaction has a mediating effect on
19
passengers repurchase intent. This study contributes to transport agencies analyzing the
relationship between service quality attributes and the intention to reuse passengers to
improve the service provided, increase the number of passengers, and implement a
sustainable transport policy.
6- The sixth study:

Study Title: "Importance of Logistics Service Quality in Customer
Satisfaction: An Empirical Study"
(Uvet, 2020).
Aim of the study: It aimed to investigate how logistics services affect customer
satisfaction. An empirical study was made to measure logistic service quality factors;
personnel quality contact, order condition, timeliness, order discrepancy handling, and
operational information sharing in logistics services. Confirmatory factor analysis
(CFA) and structural equation modeling (SEM) has been used in this paper to explore
customer satisfaction by using the five constructs of logistics service quality.
Among the results of this study: One of the contributions of this article is; it
is the first time the effects of operational information sharing on customer satisfaction
in logistics services was investigated under the logistic service quality framework.
Customer satisfaction can be explained and improved by applying these five constructs
of logistics service quality. Also, this research can help both practice and scholars to
understand the fundamental elements of improving customer satisfaction. The results
can be used in any firm to gain competitiveness in logistic services.
7- The seventh study:

Study Title: "The effect of service quality on customer satisfaction, loyalty, and
happiness in five Asian countries"
(Gong and Yi, 2018).
China, Hong Kong, Japan, South Korea, and Singapore
Aim of the study: This paper investigates and validates the cross-national
applicability of a service quality model in five Asian countries: China, Hong Kong,
Japan, South Korea, and Singapore. The objectives of this research are to establish
whether or not a service quality model can be conceptualized in the same way across
Asian countries and to explore whether or not scores on the items can be meaningfully
compared among the Asian countries.
Among the results of this study: The findings show that overall service quality
has a positive influence on customer satisfaction, which in turn leads to customer
loyalty and customer happiness and that the general pattern of structural paths is valid
in the five countries. Furthermore, the comparisons of paths show that most of them are
not significantly different across the five countries.
The results of this study reveal four key findings:
First: customer well-being or happiness was driven by service quality.
20
Second: customer loyalty was driven by service quality across the five Asian
countries, demonstrating that the economic values of service quality could be applied
to Asian countries just as they are in North American and European countries.
Third: customer satisfaction was driven by service quality.
Fourth: customer income increased the effect of service quality on customer
happiness via customer satisfaction in China, Hong Kong, and South Korea.
8- The eighth study:

Study Title: "Service quality, satisfaction, and customer loyalty in Airbnb
accommodation in Thailand" (Priporas et al., 2017).
Aim of the study: This paper investigates service quality, customer satisfaction,
and loyalty in Airbnb accommodation. A self-administered questionnaire was
distributed to a nonprobability sample of 202 international tourists in Phuket, Thailand,
which is one of the top tourist destinations worldwide.
Among the results of this study: The results verify that a positive relationship
among service quality, customer satisfaction, and loyalty exists and that satisfaction
partially mediates the relationship between service quality and loyalty.
9- The nineth study:

Study Title: "Impact of service quality on customer satisfaction and customer
loyalty: Evidence from banking sector"
(Khan and Fasih, 2014).
Aim of the study: It aimed to determine the satisfaction level of banking

customers regarding quality of different services provided by their bank and their
loyalty with the respective bank. Service quality is studied within a spectrum of
different dimensions. An effort is also made to find out which service quality
dimensions may enhance customer satisfaction and customer loyalty in a better way.
Among the results of this study: Findings indicate that service quality and all
its dimensions have significant and positive association with customer satisfaction and
customer loyalty. Banking sector is a significant sector in Pakistan's economy and has
seen unprecedented growth and raging competition during the last decade. Therefore
this study has been specifically conducted to look into this phenomenon and seek
empirical justification in this regard by considering service quality as the main
contributory factor towards customer satisfaction and customer loyalty.
10- The tenth study:

Study Title: "Effect of Perceived Service Quality on Customer Satisfaction in
Hospitality Industry: Gronroos’ Service Quality Model Development"
(Zaibaf, Taherikia and Fakharian, 2013).
Aim of the study: It aimed to study the effect of perceived quality on customer
satisfaction using a quality model.
21
Among the results of this study: The results indicate that functional quality
has a positive and significant effect on image and perceived quality. Moreover, image
has a positive and significant impact on perceived quality and, therefore, perceived
quality has a positive and significant impact on customer satisfaction. However, the
relationships between technical quality, image, and perceived quality are not
important.In addition, functional and technical qualities do not have a significant impact
on customer satisfaction. The article is an empirical test of Gronroos model
development, suitable for explaining customer satisfaction, and provides conceptual
clarity, theoretical stinginess and practical implications of the perceived quality effect
on satisfaction.
11- The eleventh study:

Study Title: "Impact of Service Quality, Trust, and Customer Satisfaction on
Customers Loyalty"
(Akbar and Parvez, 2009).
Aim of the study: It aimed to investigate the effects of service, trust and
customer satisfaction on customer loyalty.
Among the results of this study: That trust and customer satisfaction are
closely and positively related to customer loyalty. It has been found that customer
satisfaction is an important mediator between perceived service quality and customer
loyalty.
22
Section Three:
Consumer Behavior (Satisfaction):
1- The first study:
Study Title: "Internet banking service quality, e-customer satisfaction and
loyalty: the modified e-SERVQUAL model"
(Raza et al., 2020).
Aim of the study: It aimed to study the impact of the quality of online banking
services on customer satisfaction and loyalty electronically, by examining the structural
relationship between the quality of online banking services, and customer satisfaction
and electronic loyalty based on separate structures.
Among the results of this study: The results show that quality has a positive
impact on consumer satisfaction as it plays a major role in all societies, and consumer
satisfaction has an impact on loyalty, and has become the basis for how customers
interpret Internet banking services.

Study Title: "Impact of Digital Marketing on Consumer Buying Behaviour"
(PAL and SHUKLA, 2020).
Aim of the study: It aims to study the variables impact of purchasing on

customer behavior, examine the changing purchasing behavior of young people and
their impact on advanced advertising, and to know the scope of digital marketing in
Gorakhpur city.
Among the results of this study: Digital Marketing: A set of digitally technical
applications that form online channels (web, email, databases, as well as
mobile/wireless and digital TV) that contribute to marketing activities to achieve the
goal of profitable acquisition and customer retention (within the multi-channel buying
process and consumer lifecycle). ) each one on the path by improving consumer
knowledge (of their profiles, behavior, value, trustworthiness, reliability, and loyalty
drivers), then offering targeted integrated in-service communications matching their
individual online needs.
3- The third study:

Study Title: "Exploring risks, advantages and interpersonal trust in buyer-
salesperson relationships in direct selling in a non-western country" (Poon, Albaum
and Yin, 2017).
Aim of the study: It aimed to study the dimensions of personal trust that affect
the relationship between the seller and the buyer, and to know the risks and advantages
of direct selling by the consumer.
23
Among the results of this study: There are six dimensions of trust between the
seller and the buyer, which are: volatility, honesty, benevolence, consistency, behavior,
reliability and honesty, including what has a strong relationship with the buyer’s
intention to repurchase, which is honesty, and selling through the house has obtained
Top Advantages of Direct Selling Direct selling is less risky than selling by phone.

Study Title: "Analyzing the Influence of Sales Promotion on Customer
Purchasing Behavior" (Familmaleki, Aghighi and Hamidi, 2015).
Aim of the study: The study aimed to study the factors affecting the purchasing
behavior of the consumer and that these factors are: culture, societal and psychological
factors, religion, personality traits, in addition to determining the impact of gender,
male or female, on purchases.
Among the results of this study: That the purchasing behavior of the consumer
is affected by the activation of sales, and that there are a group of factors that affect the
purchasing behavior of the consumer through the process of stimulating sales, such as
free samples and price reduction, and the study found that there is a relationship
between customer satisfaction and purchasing behavior.
5- The fifth study:

Study Title: "Depth of a Salesman: Exploring Personality as a Predictor of
Sales Performance in a Multi-Level Marketing Sample" (Miller, 2015).
Aim of the study: The study aimed to determine the personality of the salesman
to explore his traits, as there is a misunderstanding of the features and capabilities of
some successful salesmen, who achieve financial profits compared to those with weak
abilities, those with poor performance, and set criteria to rely on, including the
credibility of the personality as an indicator of sales performance.
Among the results of this study: There is a relationship between personality
traits such as conscientiousness, flexibility, and psychological state, and there is a
discrepancy in traits among the respondents. Therefore, it recommended that other
activities be investigated to reach the causes of success and failure.
6- The sixth study:

Study Title: "Self-image and the Emergence of Brand Loyalty
in Networked Markets" (Ormerod, no date)
(Andrzej Nowak, Paulormerod and Wojciech Borkowski, 2013)
Aim of the study: It aims to study the reasons for the loyalty of some customers
and their desire to repurchase, as well as to play the role of a lawyer for the company's
brand, and to study standard models of the emergence of loyalty to the product and its
behavior. Individuals and reasons for loyalty to the commodity.
Among the results of this study: That customers interact with objective
features of the brand, the study showed that loyalty is a social concept that appears
when the mental image and basic behavior are combined, and the reaction towards the
24
brands of others so that the consumer chooses the brand in the presence of other signs
similar qualities, and the study found that the consumer follows and choose Everything
new that the company introduces.

Study Title: "Role of perceived value in explaining trust and repurchase
intention in e-shopping" (Mosavi and Ghaedi, 2012).
Aim of the study: It aimed to develop a new model to investigate the effects of
different dimensions of perceived value (monetary value, comfort value, emotional
value, and social value) and perceived sacrifices on customer satisfaction and to explore
the effects of customer satisfaction on trust and repurchase intent. The paper examines
635 samples of travel agent clients who participated in online travel activities in Tehran
(Iran).
Among the results of this study: The results show that Iranian customer
satisfaction is higher in monetary value and lower in emotional and social value. The
results showed that the monetary value had the greatest impact on customer satisfaction
and its value was (0.28), in contrast to the emotional value, which came in second place
in relation to the impact on customer satisfaction, and that with a value of (0.23), and
the social value came in third place in the impact on customer satisfaction with a value
of (0.20), and we note that it showed that customer satisfaction had the greatest impact
on customer confidence with a value of (0.33), and it also showed that satisfaction had
an impact on Intent to repurchase with a value of (0.29), and confidence also affects the
intention of customers to repurchase online from the same marketer.

Study Title: "A Study On Direct Selling Through Multi Level Marketing"
(Merlin, 2012).
Aim of the study: It aimed to test the power of direct selling, and compare
direct selling with advertising and the benefits that would result from hiring new people
for marketing.
Among the results of this study: The presence of selling power resulting from
the contribution of the new employees, and that direct selling has a major role in
reducing the cost to the consumer and also reduces the costs resulting from promotion
and intermediaries.

Study Title: "A study on the relationship between E-CRM features and e-loyalty: The
case in UK" (Alhaiou, 2011).
Aim of the study: To study the relationship between the characteristics of

electronic customer relationship management in the various stages of the transaction
25
cycle, whether the pre-purchase stage, the purchase stage or the post-purchase stage, its
impact on customer satisfaction and on enhancing customer loyalty on the Internet in
the various stages of the purchasing cycle for the sites of cellular phone companies in
The United Kingdom, and (380) questionnaires were distributed to students of Bonnell
University, west of London, the capital of the United Kingdom.
Among the results of this study: The use of the characteristics of electronic
CRM in building a relationship with customers has a significant impact on customer
loyalty and satisfaction with the organization’s website, especially when there are
search capabilities on the website for information, and the presence of loyalty
promotion programs that have a positive impact on customer satisfaction, and the
customer’s sense of confidence from Purchasing through the organization’s website,
the website’s keenness on privacy, the confidentiality of data, the presence of several
payment methods from which the customer can choose what suits him when making
the purchase process, and the provision of effective and responsive customer services
that enhance customer satisfaction and loyalty and remain loyal to the cellular
company’s website.

Study Title: "Corporate blogs as e-CRM tools – Building consumer
engagement through content management" (Ahuja and Medury, 2010).
Aim of the study: It aims to determine the impact of the organization’s blog on
the Internet as a tool for electronic customer relationship management in motivating
customers to interact with the organization, where the organization can build a
relationship with customers by managing the content of the blog, developing various
topics and encouraging customers to comment on it, thus stimulating the customer
engagement process.
Among the results of this study: Identifying three types of topics in blogs,
which are as follows: organizational topics, promotional topics, and social topics. The
study concluded that the most attractive topics for customers on the organization’s blog
are social topics, and organizational and promotional topics had less impact on
attracting customers to interact and express their opinion, and revealed that blogs are a
way Effective to attract Internet users and it is a tool of marketing and customer
relationship management electronically.

Study Title: "Effects of merchant website color on recall and purchase
intention" (Pelet and Papadopoulou, 2009).
Aim of the study: The aim was to find out the effect of the colors of the
commercial site on the emotional state and the effect of this state on the process of
storage in memory and the intent to buy in consumers.
Among the results of this study:
The most important results of the study:
26
 The colors of the commercial website positively affect the process of storing in
the memory the desired commercial information on the site. The online shopper
searches and compares the most information related to the products when the
colors are compatible with his desires and tastes.
 There is a positive effect of colors in a commercial website on the emotional

state of shoppers, as colors affect both the mood, emotions and excitement of
the online shopper.
 There is no effect of the e-shopper's experience on the emotional state and

memorization of commercial information on the organization's commercial
website.
Conclusion:
In the first section, we reviewed previous studies that dealt with the concept of
quality and its impact on consumer behavior. These studies indicate the impact of
quality on consumer behavior in terms of satisfaction, trust and loyalty, which are
closely and positively linked with each other.
The first study made five dimensions of service quality: reliable,

empathic, concrete, responsive, and assertive. This study also finds that
reliability and empathy have a significant relationship with consumer
satisfaction, and that touch, response and reassurance have no significant
relationship with satisfaction.
In the second study, the results demonstrated the effect of service quality
on loyalty and satisfaction, and clarified the role of satisfaction as a mediator of
the impact of quality on the customer.
And in the third study, the role of artificial intelligence and service
quality in the general assessment, customer satisfaction and loyalty, and you see
that the quality of employee service and artificial intelligence have a significant
difference in the general assessment of quality, as it created contradictions, so
that artificial intelligence becomes negative and unimportant.
In the fourth study: that empathy dominates in positively affecting

customer satisfaction, repurchase intention and word of mouth, and negatively
affects customer complaint behavior and price sensitivity, and customer
satisfaction affects the dimensions of loyalty and lack thereof.
In the fifth study: service quality was depicted as functional quality,

technical quality, comfort quality, hygiene quality, service planning, and
reliability. Which has a positive impact on repurchase intent and use by
enhancing customer satisfaction.
27
In the sixth study: I explained the importance of the quality of logistics
services on customer satisfaction through the application of the five components
of the quality of logistics services: communication with staff quality, order
status, timeliness, handling requests contradiction, and sharing operational
information in logistics services
In the seventh study: that the overall service quality has a positive impact
on customer satisfaction, which in turn leads to customer loyalty and happiness
and that the general pattern of structural paths is valid in the five countries.
Furthermore, comparisons of pathways show that most of them do not differ
significantly across the five countries.
In the eighth study, it confirms that service quality, customer

satisfaction, and loyalty have a positive relationship, and that satisfaction
partially mediates the relationship between service quality and loyalty.
In the ninth study: The quality of the service provided and all its
dimensions are considered to have a positive, close and important relationship
with customer satisfaction and loyalty.
In the tenth study: You see that functional quality has a positive and
significant effect on image quality and perceived quality. You also see that
image has a positive and significant impact on perceived quality, and perceived
quality has a positive and important impact on customer satisfaction. You also
see that the relationships between technical quality, image, and perceived
quality are not important, and that functional and technical qualities do not have
a significant impact on customer satisfaction.
In the eleventh study: You see that trust and customer satisfaction are
closely and positively related to customer loyalty. It has been found that
customer satisfaction is an important mediator between perceived service
quality and customer loyalty.
I am convinced by all of these theories about the quality of service and

they are the ones I will use in my research.
In the second section, we reviewed previous studies that dealt with the concept
of customer satisfaction and its impact on several factors, as these studies refer to:
The first study: believes that quality has a positive impact on customer
satisfaction as it plays a major role in all societies, and customer satisfaction has
an impact on loyalty, and has become the basis for how customers interpret
internet banking.
The second study: believes that through digital technology applications

achieving the goal of profitable acquisition and retention of customers by
providing targeted integrated communications within the service that
correspond to their individual needs via the Internet.
28
The fourth study: believes that there are six dimensions of trust between
the seller and the buyer, which are: volatility, honesty, benevolence,
consistency, behavior, reliability, and honesty, including what has a strong
relationship with the buyer’s intention to repurchase, which is honesty, and
selling through the house has taken place. The Best Advantages of Direct
Selling Direct selling is less risky than selling over the phone.
The fourth study: believes that the purchasing behavior of the consumer
is affected by the activation of sales, and that there are a group of factors that
affect the purchasing behavior of the consumer through the process of
stimulating sales, such as free samples and free samples. Reducing the price,
the study found that there is a relationship between customer satisfaction and
purchasing behavior.
The fifth study: There is a relationship between personality traits such

as conscience, flexibility and psychological state, and there is a discrepancy in
the characteristics among the respondents. So it recommended investigating
other activities to get to the causes of success and failure.
The sixth study: believes that customers interact with the objective
features of the brand, and the study showed that loyalty is a social concept that
appears when the mental image and basic behavior, and the reaction towards the
brands of others are combined so that the consumer chooses the brand in the
presence of other similar characteristics, The study found that the consumer
follows and chooses every new thing the company has to offer.
The seventh study: It showed that customer satisfaction is higher in

monetary value and lower in emotional and social value.
The Sixth Study: It believes that the presence of selling power results
from the contribution of new employees, and that direct selling has a significant
role in reducing the cost to the consumer and also reduces the costs resulting
from promotion and intermediaries.
The ninth study: believes that the use of electronic customer relationship
management features in building a relationship with customers has a significant
impact on customer loyalty and satisfaction with the organization's website,
especially when there are search capabilities on the site to obtain information,
and their presence.
The tenth study: Identification of three types of topics in blogs, which

are as follows: organizational topics, promotional topics, and social topics. The
study concluded that the most attractive topics for customers on the
organization’s blog are social topics, and organizational and promotional topics
had the least impact in attracting customers to interact and express their
29
opinions, and revealed that blogs are an effective way to attract Internet users
and that. It is an online marketing and CRM tool.
The eleventh study: believes that the colors of the commercial site
positively affect the process of storing in the memory the commercial
information required on the site. An online shopper searches and compares most
information on products when the colors match his or her wants and tastes.
I am convinced by all of these theories about the quality of service and

they are the ones I will use in my research.
30
Chapter III
Telecom sector:
In this chapter, I will conduct an exploratory study on the Saudi telecom sector
in order to identify some aspects related to the nature of the subject of the study. The
Saudi telecom sector consists of six STC companies, which is the largest Saudi
company, then comes the rank of Mobily for Saudi Telecom, and then Zain for Saudi
Telecom. Then the Salam Company for Saudi Telecom, and then the two foreign
telecommunications companies, the first Lebara and the second Virgin. The sector falls
under the umbrella of the Communications and Information Technology Commission
of the Ministry of Communications and Information Technology.
Since the subject of our research study will be in the Saudi Mobily Telecom
Company, we will mention about it in some simple detail:
Etihad Etisalat Company (Mobily) is a Saudi company established in 2004. The
Emirates Etisalat Group owns the largest percentage of its shares, 27.99%, followed by
the General Organization for Social Insurance with 6.9%, and the rest of the company's
shares are owned by a number of investment institutions and individuals.
In the year of its establishment, Mobily obtained the second license to provide
wireless mobile telecommunications services in the Kingdom of Saudi Arabia, ending
the monopoly in the wireless telecommunications sector and beginning to provide its
services throughout the Kingdom. After the preparatory phase, which lasted for six
months, ended, Mobily launched its commercial operations in May 2005, registering
more than one million subscribers within the first ninety days of starting its operations.
In 2006, the Global Mobile Communications Operators Association (GSMA) awarded
Mobily the award for the fastest growing telecom operator in the Middle East and North
Africa region. In the same year, Mobily launched 3.5G network services, while it
launched 4G services in 2011 and 5G network services in 2019.
Mobily's growth phase witnessed several prominent milestones, represented by

several important strategic acquisitions that the company implemented. In 2008, it
acquired Bayanat Al-Oula, a licensed data service provider. Later that year, it purchased
an absolute majority stake in Zajil, the leading Saudi Internet service provider. Mobily
also owns 66% of the shares of the Saudi National Fiber Optic Network project, one of
the largest fiber optic networks in the world. Through this network, Mobily provides its
customers with an integrated communications infrastructure that includes mobile
communications services and fast internet.
Mobily also provides integrated services for three main sectors, which are
individuals, business and operators. It has one of the largest wireless networks in terms
of coverage in the Kingdom and the region in general, in addition to owning the largest
FTTH networks and one of the largest data center systems around the world.
31
Mobily's network consists of its own infrastructure along with "Bayanat Al-
Oula" and the Saudi National Fiber Optic Network. It is the latest optical fiber network
in the Kingdom, reaching all major cities in it and covering more than 58,060 km of
roads. The network has been expanded to link with countries Neighboring countries
including Yemen, United Arab Emirates, Bahrain, Qatar, Kuwait and Jordan.
Mobily shares have been listed on the Saudi Stock Exchange “Tadawul” since
2004, with a capital of 7,700 million Saudi riyals distributed over 770 million shares,
with a nominal value of 10.00 Saudi riyals per share, fully paid as on December 31,
2020.
(Mobaliy company, 2021).
The spread of retail outlets: 400 branches and commercial outlets and more than
6000 retail branches in Saudi Arabia (Mobaily Company, Mobaily).
Conclusion
This is a simple overview of the Saudi telecom sector, and a detailed
overview of the Saudi Mobily Telecom Company sourced from the company's
website as described previously.
Mobily Saudi Telecom Company: https://mobily.com.sa
32
Chapter IV.
The effect of the quality of digital
marketing on the satisfaction behavior
of consumers (various studies).
1- The first study:
Study Title: "Much- needed business digital transformation through big data,
internet of things and blockchain capabilities: implications for strategic performance in
telecommunication sector" (Bhatti et al., 2021).
Aim of the study: research is conducted whose major aim is to examine the
importance of digital transformation within a business through big data, the Internet
of things and blockchain-based capabilities for overall strategic performance within
the telecom sector in China.
Among the results of this study: Indicate that there is a significant relationship
between data quality and strategic performance and between technological
competence and strategic performance. Also, the big data analytics and Internet of
Things capabilities acted as significant mediating role between both independent
and dependent variables. But blockchain capabilities routinization is that variable
that acts as an insignificant mediator between independent and dependent variables'
relationship.

Study Title: "The impact of digital transformation strategy on customer
satisfaction in the Palestinian telecom industry" (Iriqat and Jaradat, 2021).
Aim of the study: This paper aims to identify the impact of digital
transformation strategy on customer satisfaction in the Palestinian telecom industry.
One of the major roles of digital transformation strategies is to enlighten business
ventures on finding new ways to sell and promote products, which will eventually lead
to better meeting customers' needs and expectations.
Among the results of this study: The findings show that there is a significant
impact of digital transformation strategy on customers' satisfaction in Palestinian
telecom industry. In addition, it found that perception of digital transformation strategy
dimensions are significantly correlated to customers' satisfaction in Palestinian telecom
industry. Study recommended telecommunications companies in Palestine to modify
their business models and adopt new models that focus on customers and new digital
products. Also they were advised to adopt new technologies that can expand their
business such as adopting internet of things (IoT) technologies and to engage customers
in the process of product development.
33
3- The third study:
Study Title: "The Role of TQMk in Increasing the Effectiveness of E-
Marketing within the Jordanian Telecommunication Sector" (Al-Zyoud et al., 2021).
Aim of the study: 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.
Among the results of this study: 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.

Study Title: "A review of telecom reforms and policies in the Indian telecom
market" (Shukla, 2021).
Aim of the study: The purpose of this study is to review the extraordinary
growth of the Indian telecom sector during the period 2008-2018. Relatedly, the study
highlights the National Digital Communications Policy 2018 and provides an all-
encompassing novel insight into the latest trends in the Indian telecom market utilising
four performance.
Among the results of this study: The findings of the study would be beneficial for
telecom service providers and policymakers to make insightful managerial decisions bolstering reliability
and affordability of telecom services to the end-customer.
5- The fifth study:

Study Title: "The Effects of Perceived Trust and Ease of Use on Adoption of
Mobile Marketing in the Telecommunication Industry of Tanzania" (Chille, Shayo and
Kara, 2021).
Aim of the study: This study examines the effects of perceived trust and
perceived ease of use on the adoption of mobile marketing in the telecommunications
industry of Tanzania. Guided by the Technology Acceptance Model (TAM) it predicts
the adoption of mobile marketing in the Telecommunications industry in Tanzania.
Among the results of this study: It indicate that perceived ease of use and
perceived trust had positive and significant influence on the adoption of mobile
marketing. We provide recommendations to the telecommunications companies to
improve their mobile marketing products and services by making better products
that are easy to use and trustworthy so as to conform to the needs of their customers.
34
6- The sixth study:
Study Title: "Sustainable Value Co-Creation in Mobile Advertising in Cellular
Telecommunication Industry: A Conceptual Framework" (Rurianto et al., 2021).
Aim of the study: The purpose of this research is to understandnding the

landscape of Mobile Advertising services in telecommunication industry,
understanding the existing model that can be build a model of Mobile Advertising
services in the telecommunication industry, and understanding Mobile Advertising will
influence on the value co-creation of the brand and corporate image.
Among the results of this study: The growth of Mobile Internet services has
changed the paradigm of telecommunication consumers from information- oriented
toward social to communication- oriented. This change makes customers as part of
the digital society, especially in Mobile Advertising services. Along with this
change and the requirement for the company to win the competition,
telecommunication providers must develop a business model of Mobile Advertising
as a 'stage' that is easily accessible to all interested customers to this facility. In the
concept of Service Dominant Logic, the company has no longer as a full control of
value creation, but it must involve the customer in the process of value co-creation.

Study Title: "Exploring the critical influencing factors of customer satisfaction
in telecommunication sector in bangladesh" (Kumar, Haque and Dhar, 2021).
Aim of the study: The major aims of this study are to know about the degree
of customer satisfaction in Bangladesh and to find out its significance factors such as
organizational efficiency, organizational competency, service- quality and product
price.
Among the results of this study: The study found that old age and illiterate
personality has no feelings and thinking about service offer, price, internet facilities
etc. They want good network and talk time service. But educated personality and
young age people are very conscious about talk time, network, service quality,
internet facility, product offers etc. The study also revealed that organizational
competency and organizational efficiency of the organization has no effect on
customer satisfaction. The study also finds out that product price and service quality
have a significant impact on customer satisfaction of telecom sector in Bangladesh.

Study Title: "Influence of digital marketing communication and performance
effectiveness between b2b companies and clients in Thailand/Influencia de
comunicacion del marketing digital y la eficacia del rendimiento entre empresas b2b y
clientes en Tailandia" (Yongvongphaiboon and Chantamas, 2021).
Aim of the study: The objectives of this study are to investigate the relative
importance of digital marketing communication and CRM in influencing different
35
concepts of trust (social trust and customer trust) and how it leads to firm and customer
performance effectiveness in construction steel industries in Thailand.
Among the results of this study: The findings revealed that digital marketing
communication and customer relationship management have a positive and
significant relation with different aspects of trust through the moderating effect of
customer engagement. The results also showed that customer trust has a positive
and significant relationship with the firm and customer performance effectiveness.

Study Title: "Digital marketing and brand image in online business : A study
of Alma Artes company in Nepal" (Pathak and Gaire, 2021).
Aim of the study: The main aim of the thesis is to explore how Alma Artes
company, a luxury product online retailer can improve its brand image by implementing
better digital marketing tools in Nepal.
Among the results of this study: The research revealed that the digital marketing
activities inside Alma Artes were poor on implementing better marketing tools,
maintaining regular flow of content, search engine optimization (SEO) and web-
sites resulting less visibility of brand in digital media. Alma Artes could invest in
developing powerful content and should look for any additional opportunities that
can attract new customers increasing its brand value and audience towards the
company.

Study Title: "The Influence Of Digital Marketing & Innovasion On The School
Performance" (Purwanti, 2021).
Aim of the study: It aimed to analyze the impact of digital marketing on school
performance, the impact of innovation on school performance.
Among the results of this study: Conclude that innovation has a significant
impact on teacher performance, and digital marketing has no significant impact on
teacher performance.

Study Title: "Effect Of Digital Marketing And Social Media On Purchase
Intention Of Smes Food Products" (Erlangga, 2021).
Aim of the study: It aimed to determine the influence of social media-based

digital marketing on purchasing decisions for SMEs products.
Among the results of this study: It can be concluded that social media
marketing has a significant influence on purchasing decisions on SMEs products.
Overall there is a positive influence between social media marketing variables and
SMEs product purchasing decisions.
12- The twelfth study:
36
Study Title: "Millennial and generation Z digital marketing communication
and advertising effectiveness: A qualitative exploration" (Munsch, 2021).
Aim of the study: The study was conducted in the United States because
marketers are facing a strong challenge from digital consumers as they have become
experts in avoiding digital ads designed to influence their behavior. So marketers
struggle to uncover new insights on how to capture the attention of millennials through
digital marketing/ad communications. This research explored questions about how
marketers can better serve US millennial consumers through digital marketing/ad
communications that is engaging, informative and influences consumer behavior. The
research also explored the similarities and differences in digital marketing/advertising
interaction between millennials and the Generation Z age group because Generation Z
represents the largest age group upon reaching adulthood.
Among the results of this study: That digital marketing/advertising short, with
music, humor and the use of social media influencers has a positive impact on both age
groups.
13- The thirteenth study:

Study Title: "Adoption of digital marketing tools in independent businesses:
experiences of restaurant entrepreneurs in India and the United Kingdom" (Dabas,
Sharma and Manaktola, 2021).
Aim of the study: It aimed to explore the experience of adopting digital

marketing and related tools by diners or restaurant owners in the UK and India.
Among the results of this study: It highlights major changes in consumer
behavior and the readiness of restaurant owners to adopt digital tools to market their
restaurant business. In addition, this paper also looks at the concerns of restaurant
owners in the process with the goal of retaining customers for longer.
14- The fourteenth study:

Study Title: "The New Trends Of Consumer Behavior In Light Of The Digital
Marketing" (Abdelwafi, Amira and Abdelkader, 2021).
Aim of the study: to study the impact of digital marketing on consumer

behavior in light of This Covid 19 pandemic, after it has become an effective means of
communication between companies and Consumers.
Among the results of this study: The study concluded that the Covid 19
pandemic has caused a radical change in the digital world of each of the companies,
this by adapting them to a new way of doing business, Which directly affected
consumer behavior. The study also concluded that new habits formed now will endure
beyond this crisis, permanently changing what we value, how and where we shop, and
how we live and work.
15- The fifteenth study:
37
Study Title: "Roles of Brand Image and Effectiveness on Smartphone usage
over Digital Marketing" (Tamanna, 2021).
Aim of the study: It aimed to understand the role of brand image on the smart
mobile phone product in Bangladesh and to gain deeper understanding on the major
role of digital marketing on customer's purchasing behavior towards the same branded
item.
Among the results of this study: The study concluded that better scope ahead
for the mobile phone brands operating to invest more into digital marketing, which
needs future research to acquire more in-depth information on the digital marketing
relates to brand image of products in Bangladesh.
16- The sixteenth study:

Study Title: "The Relationship between CSR Communication on Social Media,
Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy"
(Guping et al., 2021).
Aim of the study: The present study aims to test the relationship of customer-
related CSR activities on social media on behavioral consequences of customers, such
as their purchase likelihood and electronic word of mouth (E-WOM).
Among the results of this study: The results revealed that customer-related CSR
activitieson social mediainfluence customer behavioral outcomes like E-WOM and
purchase intentions. The result also revealed that brand attitude mediates the
relationship between customer-related CSR, E-WOM, and purchase intentions.
17- The seventeenth study:

Study Title: "The Social Media Marketing revolution: a qualitative study on
the influence of social media on consumer behaviour" (PIGOZZI, 2021).
Aim of the study: This thesis aims at understanding the revolutionary and
innovative aspects of Social Media Marketing and the influence that social media have
on consumer behaviour.
Among the results of this study: The results show that consumers are
considerably influenced by social media, but they are also skeptical and negative about
future predictions of an uncontrolled evolution of these tools.
18- The eighteenth study:

Study Title: "A Comparative Study On Digital Marketing Over Traditional
Marketing" (Arunprakash, 2021).
Aim of the study: It aimed to find the effectiveness and efficiency of digital
marketing over traditional marketing. There is no specifically any geographical area is
taken. This project aims to help companies to make investment decision in digital
marketing. The project explains how digital marketing is helps the company to reach
the customers.
Among the results of this study: The Project finds there is a huge potential in
the market. The study finds there is huge response from the customer to digital
38
marketing. It has been found out that there will be high return on investment if we use
digital marketing compare to traditional marketing.
19- The nineteenth study:
Study Title: "Effectiveness of Print Media Marketing in Digital Age: A Study

on Indian Telecommunication Industry" (Mathai and Jeswani, 2021).
Aim of the study: This study examines the effectiveness of print media
marketing in today’s highly competitive digital era for the Indian telecommunication
industry. A model was proposed to gauge the effectiveness of print media on customer
retention for the telecom industry.
Among the results of this study: Research findings indicate that the migration
to online sources is inevitable although print media has not become obsolete. It is also
revealed that the print media alone is not effective and hence is unable to retain the
consumers. The integration of print media marketing with digital and social media
marketing is the recommendation of this study. This bundle is often effectively utilized
to reinforce awareness and retention. The study also presents implications, limitations
and future research direction within the context.
20- The twentieth study:

Study Title: "Toward the e-loyalty of digital library users: investigating the role
of e-service quality and e-trust in digital economy" (Anser et al., 2021).
Aim of the study: This study aims to investigate the role of e-service quality
and e-trust for achieving e-loyalty among digital library users in the digital economy.
The current study examined the mediation effect of e-trust in the connection between
e-service quality and e-loyalty.
Among the results of this study: The finding of study suggested that individual
level e-trust have a strong effect on e-loyalty in digital economy. Individual level
aspects in term of e-service quality have a direct effect on e-trust to improve their
e-loyalty. The finding indicated that digital libraries users in future will be more
loyal toward e-service quality providers. The results are useful for the management
of digital libraries and academia for future.
21- The twenty first study:

Study Title: "Digital India towards Digital Banking a focus on Customer
Perception in selected Banks of Nagapattinam District. Tamilnadu" (Priyanga, 2021).
Aim of the study: The study highlights the customer perception towards E-
banking services and service quality of two prime banks in different sectors.
Among the results of this study: The study concluded with a positive impact on
e-services and some immediate action on factors by the banks of customer interest.
22- The twenty second study:
39
Study Title: "Innovative Approaches to the Assessment of Banking
Competition in Ukraine in Terms of Digital Transformation" (Karcheva et al., 2021).
Aim of the study: It aimed to conduct a comprehensive assessment of the

banking competition that consists of structural and non-structural methods under the
institutional changes' impact. The study's period is 2015-2019. The research object is
the banking system of Ukraine. The article presents an empirical analysis of the current
level of competition in the banking market of Ukraine. The paper presents how this
influences the banking system of Ukraine through its reformation in the banking
competition level and how it interacts with indicators of stability and efficiency of the
banks.
Among the results of this study: The findings showed that the banking sector of
Ukraine is characterized by monopolistic competition, which is characterized by
increasing concentration in the market of the state-owned banks. The study
empirically confirms and theoretically proves that some Ukrainian banks have
increased their market share due to a decrease in the number of banks in recent years
due to the influence of digital transformation. The results of this study could be
beneficial for the use of proposed innovative approaches to assessing the level of
banking competition in Ukraine in the future, for the bank owners (including small
ones), also on proposals for the perspective development of neo-banks in Ukraine,
in which there is a need not only for the banking system but also for the users of
banking services.
23- The twenty third study:

Study Title: "The level of digital transformation affecting the competitiveness
of banks" (Kolodiziev et al., 2021).
Aim of the study: aimed at providing digital services. When shifting to an

Online Platform business model, a bank can expand its range of banking products,
attract more customers, thereby forming a competition policy and gaining competitive
advantages. Te paper aims to assess the digitalization level affecting the general
competitiveness of banks and its components based on Ukrainian banks.
Among the results of this study: Te correlation and regression dependence of the
competitive position identifed by the activity indicators of certain banks on the level
of competitive digitalization confrmed a close direct impact on the competitive
position of personal deposits arising from the development of digital banking
technology; the pre-tax income, profles of assets and personal loans, and corporate
deposits are subject to a signifcant direct impact, while the weakest direct impact
determines corporate loans. Te foregoing substantiates the feasibility of large-scale
introduction of innovative digital technologies by banks to maintain competitive
positions in the banking sector of the economy. Applying the proposed approach
based on certain regression equations, managers of Ukrainian banks will be able to
assess the efficiency and make appropriate decisions concerning investing in digital
tools and services.
40
24- The twenty fourth study:
Study Title: "Managing consumer privacy concerns and defensive behaviours
in the digital marketplace" (Bandara, Fernando and Akter, 2020).
Aim of the study: It aimed to examine privacy issues in the e-commerce context
from a power-responsibility equilibrium theory (PRE) perspective.
Among the results of this study: The findings highlight the importance of
increasing trust and privacy empowerment as mechanisms to manage privacy concerns
and consumer backlash through responsible organisational and regulatory privacy
protections. The importance of balancing power and responsibility dynamics for
maintaining a healthy information exchange environment is identified.
25- The twenty fifth study:

Study Title: "Addressing privacy predicaments in the digital marketplace: A
power-relations perspective" (Bandara, Fernando and Akter, 2020).
Aim of the study: This exploratory study, based on semi-structured interviews,

explains why online shopping consumers are increasingly worried about their privacy
and why they behave in a manner that could be detrimental to the consumer–vendor
relationship.
Among the results of this study: The findings suggest that deficiencies of
corporate privacy responsibility and regulatory protection have deprived consumers of
privacy empowerment. These deficiencies have also accentuated perceived privacy
contract violations to trigger privacy concerns and subsequent defensive responses. We
identify enhancement of consumer privacy empowerment and assuagement of privacy
contract violations as two separate mechanisms of addressing online privacy issues. We
also highlight the importance of addressing power and responsibility dynamics for
maintaining a healthy information-exchange environment.
26- The twenty sixth study:

Study Title: "Smart Digital Marketing Capabilities for Sustainable Property
Development: A Case of Malaysia" (Low et al., 2020).
Aim of the study: it aimed at understanding the principles and practices of

sustainable digital marketing in the Malaysian property development industry by
investigating the extent to which digital marketing has been adopted, the impediments
to its adoption, and the strategies to improve digital capabilities for the local context.
Among the results of this study: The results show that the sample property
development companies are driven by the benefit of easily obtaining real-time customer
information for creating and communicating value to customers more effectively
through the company brand. Further strategies, such as creating real-time interactions,
creating key performance indicators to measure digital marketing, personalization, and
encouraging innovation in digital marketing are most preferred by local professionals.
An adoption framework is provided based on the reviewed models and results of the
current study to help transform the Malaysian property development sector into a smart
41
and sustainable property development sector by facilitating the adoption of digital
technologies. The results, based on real-time data and pertinent strategies for
improvement of the local property sector, are expected to pave the way for inducing
sustainable digital marketing trends, enhancing capabilities, and uplifting the state of
the property development sector in developing countries.
Conclusion
In the fourth chapter, we reviewed previous studies that dealt with the impact
of the quality of digital marketing on consumer behavior (satisfaction) in several sectors
around the world.
The first study: The importance of digital transformation in business
within the telecommunications sector in China and its positive impact on
consumer satisfaction in China.
The third study: The role of total quality management in increasing the
effectiveness of e-marketing in the Jordanian telecommunications sector, as it
had an impact on e-marketing and service quality and had the least impact on
market orientation. The study also recommended focusing on customers in
target markets through various aspects, including Price, acceptance of new
products, customer behavior and motivators of purchasing decision.
The fifth study: Effects of Perceived Trust and Usability on Mobile

Marketing Adoption in the Telecommunication Industry in Tanzania The study
notes that perceived usability and perceived trust had a positive and significant
impact on mobile marketing. The study recommended improvement by making
better products that are easy to use and trustworthy to match the needs of its
customers.
The sixth study: The growth of mobile Internet services has changed the
communication consumer model from information-oriented to social to
communication-oriented. This change makes customers a part of the digital
community, especially in mobile advertising services. Develop a mobile
advertising business model that is easily accessible to all customers, the
customer must be involved in the process of co-creation of value.
The seventh study: The study divided the consumers in Bangladesh into
two parts: the old age and the illiterate personality. The study showed that they
are only interested in good service for communication and speaking, unlike the
educated and young people who are affected by service offers, prices, and
Internet facilities.
The nineth study: The study was in Thailand. The results revealed that
digital marketing communications and CRM have a positive and significant
relationship with different aspects of trust through the mediating effect of
42
customer engagement. The results also showed that customer confidence has a
positive and important relationship with the company and the effectiveness of
customer performance.
The tenth study: Conclusion that innovation has a significant impact on

teacher performance, and that digital marketing does not have a significant
impact on teacher performance. I am not with the researcher in this opinion.
The eleventh study: that social media marketing has a significant impact
on purchasing decisions for SME products.
Twelfth study: that digital marketing / short advertising, with music,

humor and the use of influencers on social media has a positive effect on both
the behavior of the two age groups.
The thirteenth study: Adoption of digital marketing and related tools by

diners or restaurateurs in the UK and India. It highlights major changes in
consumer behavior and the willingness of restaurant owners to adopt digital
tools to market their restaurant business. In addition, this paper also looks at the
interests of restaurant owners in the process with the goal of retaining customers
for a longer period.
The fourteenth study: The study concluded that the Covid-19 pandemic
caused a fundamental change in the digital world of each company, by adapting
it to a new way of doing business, which directly affected consumer behavior.
The study also concluded that the new habits being formed now will last beyond
this crisis, permanently changing what we value, how and where we shop, and
how we live and work.
The fifteenth study: The role of brand image in a smartphone product in

Bangladesh and to gain a deeper understanding of the key role of digital
marketing in customer buying behavior towards the same branded item.
The sixteenth study: The results revealed that CSR activities related to
the customer on the social medium influence the behavioral outcomes of
customers such as E-WOM and purchase intentions. The result also revealed
that brand attitude mediates the relationship between customer related CSR, E-
WOM, and purchase intentions.
The seventeenth study: Consumers are highly influenced by social

media, but they are also skeptical and negative about future prospects for the
uncontrolled development of these tools.
The eighteenth study: The project found that there is huge potential in
the market. The study found that there is a significant customer response to
43
digital marketing. It turns out that there will be a higher return on investment if
we use digital marketing compared to traditional marketing.
The nineteenth study: The transition to online sources is inevitable even

though print media has not become outdated. It has also been revealed that print
media alone is not effective and therefore unable to retain consumers. The
integration of print media marketing with digital and social media marketing is
the recommendation of this study. This package is often used effectively to
enhance awareness and retention. The study also presents the implications,
limitations, and direction of future research in context.
The twentieth study: Electronic trust at the individual level has a strong
impact on electronic loyalty in the digital economy. Individual level aspects in
terms of e-service quality have a direct impact on e-trust to improve their e-
loyalty. The results indicated that digital library users in the future will be more
loyal to electronic service quality providers. The results are useful for managing
digital libraries and academia for the future.
The twenty first study: The study was conducted on banking services in
India and concluded a positive impact on electronic services and some
immediate actions on the factors that concern banks by customers.
The twenty second study: The study was conducted in Ukraine and the
study confirms practically and theoretically proves that some Ukrainian banks
have increased their market share due to the decrease in the number of banks in
recent years due to the impact of digital transformation.
The twenty third study: The study was conducted in Ukraine and the
study confirms the feasibility of introducing innovative digital technologies on
a large scale by banks to maintain competitive positions in the banking sector
of the economy. Applying the proposed approach based on certain regression
equations, managers of Ukrainian banks will be able to assess efficiency and
make appropriate decisions regarding investment in digital tools and services.
The foregoing confirms the feasibility of introducing innovative digital
technologies on a large scale by banks to maintain competitive positions in the
banking sector of the economy. Applying the proposed approach based on
certain regression equations, managers of Ukrainian banks will be able to assess
efficiency and make appropriate decisions regarding investment in digital tools
and services.
The twenty fourth study: highlights the importance of increasing trust

and enabling privacy as mechanisms for managing privacy concerns and
consumer reaction through responsible regulatory and regulatory privacy
protection. The importance of balancing the power and responsibility dynamics
for maintaining the health information exchange environment has been
identified.
44
The twenty fifth study: The findings suggest that deficiencies of
corporate privacy responsibility and regulatory protection have deprived
consumers of privacy empowerment. These deficiencies have also accentuated
perceived privacy contract violations to trigger privacy concerns and
subsequent defensive responses. We identify enhancement of consumer privacy
empowerment and assuagement of privacy contract violations as two separate
mechanisms of addressing online privacy issues. We also highlight the
importance of addressing power and responsibility dynamics for maintaining a
healthy information-exchange environment.
The twenty sixth study: The results show that the sample property
development companies are driven by the benefit of easily obtaining real-time
customer information for creating and communicating value to customers more
effectively through the company brand. Further strategies, such as creating real-
time interactions, creating key performance indicators to measure digital
marketing, personalization, and encouraging innovation in digital marketing are
most preferred by local professionals. An adoption framework is provided based
on the reviewed models and results of the current study to help transform the
Malaysian property development sector into a smart and sustainable property
development sector by facilitating the adoption of digital technologies. The
results, based on real-time data and pertinent strategies for improvement of the
local property sector, are expected to pave the way for inducing sustainable
digital marketing trends, enhancing capabilities, and uplifting the state of the
property development sector in developing countries.
45
Chapter V.
Conclusion
According to all that I have read in previous studies and all these definitions, I
decided to study the impact of the quality of digital marketing in the Saudi
telecommunications sector specifically for The Saudi Mobilei Telecommunications
Company and I will work the interpretation model that I will start with in the next
course.
46
Chapter VI.
Theoretical framework
customer satisfaction
The impact of
customer loyalty
Direct Impact
the quality of
digital
marketing
Independent Variable Dependent Variable
After referring to the previous studies, we extract some concepts:

6.1. Definition of digital marketing:
Digital marketing is the process of marketing and promoting products and
services between the customer and the points of sale digitally, that is, electronically via
the Internet through points of sale on Internet pages, mobile applications of those
parties, social media programs, or by e-mail. or interactive digital platforms to promote
products and services. This development has also revolutionized the world of
marketing. Also, digital marketing is an alternative to traditional marketing. Traditional
47
marketing is a non-digital method used to promote products or services from spatial
points of sale and as an activity that requires physical and intellectual forces.
6.2. "Traditional Marketing Versus Digital Marketing

Traditional marketing is the most recognizable form of marketing. Traditional
marketing is non-digital way used to promote the product or services of business entity.
On the other hand, digital marketing is the marketing of products or services using
digital channels to reach consumers. Some comparisons are presented below:
Traditional Marketing Digital Marketing
Traditional marketing includes print, Digital marketing includes online
broadcast, direct mail, and telephone. advertising, email marketing, social
media, text messaging, affiliate
marketing, search engine optimization,
pay per click.
No interaction with the audience. Interaction with the audience
Results are easy to measure. Results are to a great extent easy to
measure.
Advertising campaigns are planned over Advertising campaigns are planned over
a long period of time. short period of time.
Expensive and time-consuming process. Reasonably cheap and rapid way to
promote the products or services.
Success of traditional marketing Success of digital marketing strategies
strategies can be celebrated if the firm can be celebrated if the firm can reach
can reach large local audience. some specific number of local audience.
One campaign prevails for a long time. Campaigns can be easily changed with
ease and innovations can be introduced
within any campaign.
Limited reach to the customer due to Wider reach to the customer because of
limited number of customer technology. the use of various customers technology.
24/7 year-round exposure is not 24/7 year-round exposure is possible.
possible.
No ability to go viral. Ability to go viral.
One way conversation. Two ways conversation.
Responses can only occur during work Response or feedback can occur anytime
hours.
Table 2.1 Traditional marketing and digital marketing comparison Advertising
mediums that might be used as part of digital marketing strategy of a business could
include promotional efforts made via Internet, social media, mobile phones, electronic
billboards, as well as via digital television and radio channels. Digital marketing is a
sub branch of traditional marketing and uses modern digital channels for the placement
of products e.g. downloadable music, primarily for communicating with stakeholders
e.g. customers and investors about brand, products and business progress.
6.3. Various elements of digital marketing:
48
There are various elements by which digital marketing is formed. All forms operate
through electronic devices. The most important elements of digital marketing are given
below:
(i) Online advertising
Online advertising is a very important part of digital marketing. It is also
called internet advertising through which company can deliver the message
about the products or services. Internet-based advertising provides the
content and ads that best matches to consumer interests. Publishers put about
their products or services on their websites so that consumers or users get
free information. Advertisers should place more effective and relevant ads
online. Through online advertising, company well controls its budget and it
has full control on time.
(ii) (ii) Email Marketing

When message about the products or services is sent through email to the
existing or potential consumer, it is defined as email marketing. Direct
digital marketing is used to send ads, to build brand and customer loyalty,
to build customer trust and to make brand awareness. Company can promote
its products and services by using this element of digital marketing easily.
It is relatively low cost comparing to advertising or other forms of media
exposure. Company can bring complete attention of the customer by
creating attractive mix of graphics, text and links on the products and
services.
(iii) Social Media

Today, social media marketing is one of the most important digital
marketing channels. It is a computer-based tool that allows people to create,
exchange ideas, information and pictures about the company’s product or
services. According to Nielsen, internet users continue to spend more time
with social media sites than any other type. Social media marketing
networks include Facebook, Twitter, LinkedIn and Google+. Through
Facebook, company can promote events concerning product and services,
run promotions that comply with the Facebook guidelines and explore new
opportunities. Through Twitter, company can increase the awareness and
visibility of their brand. It is the best tool for the promotion of company’s
products and services. In LinkedIn, professionals write their profile and
share information with others. Company can develop their profile in
LinkedIn so that the professionals can view and can get more information
about the company’s product and services. Google+ is also social media
network that is more effective than other social media like Facebook,
Twitter. It is not only simple social media network but also it is an
authorship tool that links web-content directly with its owner.
(iv) Text Messaging

It is a way to send information about the products and services from cellular
and smart phone devices. By using phone devices, company can send
49
information in the form of text (SMS), pictures, video or audio (MMS).
Marketing through cellphone SMS (Short Message Service) became
increasingly popular in the early 2000s in Europe and some parts of Asia.
One can send order confirmations, shipping alerts using text message. Using
SMS for campaigns get faster and more substantial results. Under this
technique, companies can send marketing messages to their customers in
real-time, any time and can be confident that the message will be seen.
Company can create a questionnaire and obtain valuable customer feedback
essential to develop their products or services in future.
(v) Affiliate Marketing:

Affiliate marketing is a type of performance-based marketing. In this type
of marketing, a company rewards affiliates for each visitor or customer they
bring by marketing efforts they create on behalf of company. Industry has
four core players: the merchant Őalso known as ľretailerĿ or ľbrandĿő, the
network, the publisher Őalso known as ľthe affiliateĿő and the customer.
The market has grown in such complexity resulting in the emergence of a
secondary tier of players including affiliate management agencies, super-
affiliates and specialized third party vendors. There are two ways to
approach affiliate marketing: Company can offer an affiliate program to
others or it can sign up to be another business’s affiliate. If company wants
to drive an affiliate program, then, the company owner has to pay affiliates
a commission fee for every lead or sale they drive to company’s website.
Company’s main goal here is to find affiliates who can reach untapped
markets. For example, a company with an e-zine may become a good
affiliate because its subscribers are hungry for resources. So, introducing
one’s offer through ľtrustedĿ company can grab the attention of prospects
which might not have otherwise reached.
(vi) Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility
of a website or a web page in a search engine’s ľnaturalĿ or un-paid
ŐľorganicĿő search results. In general, the earlier (or higher ranked on the
search results page), and more frequently a website appears in the search
result list, the more visitors it will receive from the search engine users. SEO
may target different kinds of search including image search, local search,
video search, academic search, news search and industry-specific vertical
search engines.
(vii) Pay Per Click (PPC)

Pay-per-click marketing is a way of using search engine advertising to
generate clicks to your website rather than ľearningĿ those clicks
organically. Pay per click is good for searchers and advertisers. It is the best
50
way for company’s ads since it brings low cost and greater engagement with
the products and services."
(Al-Mommani, Al-Afifi and Mahfuzi, 2015).
6.4. Definition of Customer Satisfaction:

"There is growing managerial interest in customer satisfaction as a means of
evaluating quality. High customer satisfaction ratings are widely believed to be the best
indicator of company’s future profit. Satisfaction can be broadly characterized as a post-
purchase evaluation of product quality given pre-purchase expectation. [11]
Customer satisfaction can be experienced in a variety of situations and

connected to both goods and services. It is a highly personal assessment that is greatly
affected by customer expectations. Satisfaction also is based on the customer’s
experience of both contact with the organization and personal outcomes. Some
researchers define a satisfied customer within the private sector as “one who receives
significant added value” to his/her bottom line—a definition that may apply just as well
to public services. [12]
In today's competitive business environment marketing managers are more

influenced from customer expectation and meeting the demand for customer
satisfaction is very important for them. Every organization must define customer
satisfaction regarding their market. So, customer satisfaction could not be defined only
standard or quality of product. Customer satisfaction is about relationships between the
customer and product or service and the provider of a product or service.
Customer satisfaction is a highly personal assessment that is greatly influenced

by individual expectations. Some definitions are based on the observation that customer
satisfaction or dissatisfaction results from either the confirmation or disconfirmation of
individual expectations regarding a service or product. To avoid difficulties stemming
from the kaleidoscope of customer expectations and differences, some experts urge
companies to “concentrate on a goal that’s more closely linked to customer equity.”
Instead of asking whether customers are satisfied, they encourage companies to
determine how customers hold them accountable. [13]
Customer satisfaction is the degree to which a customer perceives that an

individual, firm, or organization has effectively provided a product or service that meets
the customer’s needs in the context in which the customer is aware of and / or using the
product or service. Satisfaction is not inherent in the individual or the product but is a
socially constructed response to the relationship between a customer, the product and
the product provider /maker. To the extent that a provider / maker can influence the
various dimensions of the relationship, the provider can influence customer satisfaction.
[14] Although definition of customer satisfaction has been widely debated as
organizations attempt to measure it, definition of customer satisfaction could be
summarized as follows. Table 1 shows different approach to the definition of customer
51
satisfaction. The customer satisfaction definitions listed below are arranged in
chronological order by Millana and Esteban (2004). For further readings about
development of customer satisfaction concept articles of listed authors' can be useful
for researcher.
Reference Definition Key words Object

Oliver (1981, p. Final Evaluation Surprise
27) psychological state
resulting from the Final
disconfirmed psychological state Disconfirmed
expectancy related expectancy with
to initial consumer Emotional relation to
expectation response prepurchase
expectations
Swan, Trawick, Evaluative or Evaluative or Product results
and Carroll (1982, cognitive opinion cognitive opinion
p. 17) which analyses
whether the
product represents
a satisfactory or
poor result for its
end users
Emotional Emotional
response towards response
product
Churchill and The conceptual Result Comparison of
Surprenant, (1982, response by the costs and rewards
p. 491) consumer to the of product relative
purchase and use to expectations
of a product which
comes from the
comparison of the
rewards and cost
of purchase
relative to
expectations
Attitude
Operatively,
similar to an
attitude because it
can be measured
as the total
satisfaction from
various attributes
52
Labarbera and Subsequent Evaluation Surprise
Mazursky (1983, evaluation of
p. 394) purchase
Evaluation of
surprise derived
from the purchase
of a product or
service
Cadotte, Impression after Impression created Use of product or
Woodruff, and the evaluation of by evaluation service
Jenkins (1987, p. use of the product
305) or service
Tse and Wilton Consumer Response made by Perceived
(1988, p. 204) response to the evaluation difference between
evaluation of the expectations (other
perceived measures of
difference between results) and the
expectations and actual result of the
final result after product
consumption
Westbrook and Subsequent Evaluative opinion Choice of specific
Oliver (1991, p. evaluative opinion purchase
84) of choice relative
to specific
purchase
Fornell (1992, p. Overall evaluation Overall evaluation Comparison of the
11) after purchase perceived result
after purchase with
expectations prior
to purchase
Oliver (1992, p. The coupling of Addition of Product attributes
242) coexisting attributes to other
attributes to other sensations derived
sensations derived from consumption
from consumption
Halstead, Emotional Emotional Product result
Hartman, and response response compared to
Schmidt (1994, p. associated with a standard expected
122) specific prior to purchase
transaction
resulting from the
comparison of the
result of the
product to some
set standard prior
to purchase
Oliver, (1996, p. Judgement of Evaluative Product or service
13) sufficient level of response of
satisfaction offered satisfaction level
53
by a product or during
service during consumption
consumption
Table 1.Concept of Satisfaction Source: Millana, Angel, Esteban, Agueda,

Development of a multiple-item scale for measuring customer satisfaction in travel
agencies services, Tourism Management, 25, 2004, 533–546.
All the definitions of customer satisfaction describe the formation of satisfaction

as a process; they define the key variables and the mechanisms of interaction of those
variables and they recognize that satisfaction is the final step of a psychological process.
It is perceived as the final result of all activities carried out during the process of
purchase and consumption and not only of observation and or direct consumption of
the product or service. All the reviewed definitions maintain, in one way or another,
that satisfaction implies: [15]
1) The existence of an objective that the consumer wishes to reach.
2) The attainment (satisfaction) of this objective can only be judged by taking a
standard of comparison as a reference.
3) The evaluation process of satisfaction implies the intervention of at least two
stimuli: a result and a reference or standard of comparison" (Cengiz, 2010)
6.5. MEASURING CUSTOMER SATISFACTION:

"From the beginning of the “customer service revolution” almost 20 years ago,
a body of business research has focused on customer satisfaction and customer-focused
organizations. [16]
All customer satisfaction studies share the same underlying principle: to assess
the performance of an organizations’ products or services on the basis of how they are
perceived by the customer. Whether those perceptions are misplaced, lag behind current
performance or are a very accurate interpretation, customer perceptions matter. Indeed,
understanding these perceptions provides a critical understanding of future customer
behavior. [17]
In the 'new economy' knowledge is a resource as well as, increasingly, a

product: with tangible goods becoming globally standardized and best practices
travelling fast, companies gain competitive advantages through constant innovation,
better targeting of customers and additional services. Those strategies cannot be applied
to the arm's length type of customer relations. The higher the innovative and service
component, the more the customer becomes part of the performance equation.
Customer relations then constitute an important asset that should be monitored just like
physical assets. Most emerging approaches to the measurement of intellectual capital
agree on the importance of customer capital, as expressed in sales, satisfaction and
reputation. Accordingly, those approaches distinguish between reference customers
(reputation), new customers or first trial customers (new sales) and repeated customers
(satisfaction, sales). Independently of approaches to the measurement of intellectual
54
capital, marketing literature has suggested a wide array of industry-specific models to
monitor customer satisfaction. [18]
Measuring customer satisfaction is beyond the constitution happy customers.

Measuring customer satisfaction is about profit and competitive advantage. To achieve
long term success in the market, firm should monitor the customer satisfaction signals
regarding product, service and relationship. Measuring customer satisfactions provide
a comprehensive insight to the customer pre and post purchase behavior. Without this
approach understanding, improving and developing better customer services could not
be possible. Thus, business consultants, corporations and others have worked to identify
the characteristics of organizations that consistently please their customers, to develop
tools for monitoring customer satisfaction, and to build continuous, quality
improvement systems that respond to consumer feedback. [19]
Measures allow business to: 1) know how well the business process is working
2) know where to make changes to create improvement, if changes are needed; 3)
determine if the changes led to improvement . Knowledge of customer perception and
attitudes about an organization’s business will greatly enhance its opportunity to make
better business decisions. These organizations will know their customer requirements
or expectations and will be able to determine if they are meeting those requirements.
[20]
Before measure something it must be known what will measure and why. The
measurement program must answer the who, what, when, where, how and why
questions that are essential for success: [21]
• Who will measure customer satisfaction? the answer is everyone

• What must be measured? Everything and anything that affects customer.
• When must you measure? All the time.
• Where do you measure? Throughout the entire company and every process
that has effect on customer satisfaction and quality.
• How do you measure? Throughout establish performance standard and
criteria that are quantifiable to evaluate performance against numbers and
data.
• Why you measure?
To learn how to improve quality and increase customer satisfaction. Customer

satisfaction measurement and marketing research activities marketing research and
customer satisfaction measurement is being confused with each other. There are many
differences between customer satisfaction measurement and marketing research. Table
2 shows the differences between marketing research and customer satisfaction
measurement.
The Issue Marketing Research Customer Satisfaction

Measurement
55
Who to survey A sample-a statistically A census-all customers
representative sampling should be given the
opportunity to participate
Participants’ identities Kept May require feedback-
confidentialparticipants’ individual’s ratings
answers are never read should be examined,
individually, only when searching for individuals
combined with other with specific problems
participants’ answers in requiring solutions.
averages, distributions,
etc
Acknowledgment of Not essential-establishing Essential – their
Participation goodwill with sample is participation in future
irrelevant, it is unlikely surveys is desired, it is
they will ever be sampled also desirable to establish
again goodwill so they will
continue to buy our
products/services
Repeated measurements? No, participants will Essential, we need to
become “sensitized” to track the growth or
the issues, making their decline in individuals’
responses less valid satisfactions
When to survey A single “wave” may be Continuous surveying is
sufficient best, it is less likely to
reflect one specific
contact event and more
likely to reflect the
cumulative experience
with the organization
The purpose To collect information To collect information, to
solve specific customers’
problems, and to
communicate to all
customers their opinions
are desired
Table 2. The Difference between Marketing Research and Customer

Satisfaction Measurement Source: Terry G. Vavra, “Improving your measurement of
customer satisfaction: a guide to creating, conducting, analyzing, and reporting
customer satisfaction measurement programs”, ASQ Quality Press, 1997, p.60.
As it shown on the table there are many differences between marketing research
and customer satisfaction measurement Regarding target of the survey, participants’
identities, acknowledgment of participation, repeated measurements, timing, and
purpose we cannot say they are totally same processes.
56
6.6. Types of Customer Satisfaction Surveys
There are several different types of Customer Satisfaction research
exercises, which can be differentiated by both the scope and scale of
customer satisfaction measurement. Ideally, the customer satisfaction
measurement program should be based on the assessment of the full product and service
range, including issues of branding, product and price, distribution and service. On
other occasions the assessment will focus on narrower performance criteria, such as
customer service performance or a sub set of it, such as the performance of a help desk
function. [22]
Customer
Satisfaction
Scope of Customer
Measurement
Satisfaction
Measurement (CSM)
Customer Service
measurement
Figure 1. Scope of Customer Satisfaction Measurement Source: “Customer

Satisfaction Research”, January 2001, http://www. benchmark. research.co.uk,
17.02.2010
CSM programs can also be differentiated by the scale of program. If the focus
of the survey is only with the immediate customer base (e.g. does not include
performance comparisons with competitors) it is a Customer Perceptions Survey (CPS).
If, however, the survey includes competitor organizations and seeks to provide
benchmarks of customer satisfaction performance across an industry as a whole, it is a
Customer Benchmarking Survey (CBS). [23]"
(Cengiz, 2010)
6.7. Definition of Customer loyalty:

" Generally speaking, customer loyalty means the intention of repurchasing products
and services, and this is the goal of industry or loyalty is a deeply held commitment to
re-buy or re-patronize a preferred product or service consistently in the future, thereby
causing repetitive same-brand or same -brand set purchasing. So
customerloyaltyisseenasoneofthekeyfactorsofacompany’ssuccess. Several researchers
have pointed out that it costs more than five to six times as much to obtain a new
customer than to keep an existing one and an improvement of 5 percent in customer
57
retention leads to an increase of 25 percent to 125 percent in profit. This study is focused
on defining the customer loyalty and explaining its concept"
(Khan, 2013)
" Loyalty is a phenomenon that received a great deal of interest among marketers,
(Reddy et al 2011) though recent years have shown a growing interest in customer
loyalty Kuusik (2007) even during the
1980scustomerloyaltywasonmostmarketers’mindsandnumerous companies spent
millions on customer relationship management programs with the goal of building
customer loyalty (Pitta et al 2006). Over the past few years, loyalty has become
important because of increased competition within respective industries.
Companiesinfer“loyalty”tohaveasimilarmeaningandhavedevelopedstrategicmarketing
and advertising efforts around creating a connection between the company and its
customers (Liang 2008). Generally speaking, customer loyalty means the intention of
repurchasing products and services, and this is the goal of industry (Pi, & Huang
2011). BOSE and RAO
(2011)foundthatinthebusinesscontext,loyaltyisthecustomer’scommitment to do
business with a particular organization which effects in repeat purchases of goods and
services of that organization. It also results in recommending the goods and services
to friends and associates. Similarly Musriha (2012) also asserted that customer loyalty
is the commitment held by customers to repurchase or subscribe to a product or
service in the future. Krumay & Brandtweiner (2010) expressed
thatcustomerloyaltyisseenasoneofthekeyfactorsofacompany’ssuccessandanecessarypre
mise among others to gain customer loyalty is how the customers perceive the
customer service."
(Khan, 2013).
"Customer loyalty presents a paradox. Many see it as primarily an attitude‐based

phenomenon that can be influenced significantly by customer relationship management
initiatives such as the increasingly popular loyalty and affinity programs. However,
empirical research shows that loyalty in competitive repeat‐purchase markets is shaped
more by the passive acceptance of brands than by strongly‐held attitudes about them.
From this perspective, the demand‐enhancing potential of loyalty programs is more
limited than might be hoped. Reviews three different perspectives on loyalty, and
relates these to a framework for understanding customer loyalty that encompasses
customer brand commitment, customer brand acceptance and customer brand buying.
Uses this framework to analyze the demand‐side potential of loyalty programs.
Discusses where these programs might work and where they are unlikely to succeed on
any large scale. Provides a checklist for marketers."
(Uncles, Dowling and Hammond, 2003).
"The need for businesses to retain customers is an important issue in today's global
marketplace. To retain customers, a business must forge loyal and long‐term
relationships with profitable customers. Reasons why customers leave a company are
discussed, and preventative strategies are considered. Loyalty schemes are considered
and their relative merits examined."
(Gee, Coates and Nicholson, 2008).
"Customer loyalty is viewed as the strength of the relationship between an

individual's relative attitude and repeat patronage. The relationship is seen as
58
mediated by social norms and situational factors. Cognitive, affective, and conative
antecedents of relative attitude are identified as contributing to loyalty, along with
motivational, perceptual, and behavioral consequences. Implications for research
and for the management of loyalty are derived."
(Dick and Basu, 1994).
" MARKET SHARE VS. CUSTOMER LOYALTY The average American

company loses 20-40 percent of its customers each year. Recognizing this pattern
and its severe impact on competitiveness and pro tability, a business must move
away from the long-accepted market share strategy to a radically di- erent, more
long-term approach to business: building customer loyalty. This reorientation
produces signi cant results. Through increasing the rate of customer retention by as
little as a few percentage points, banks, retailers, insurance brokers, distributors,
healthcare providers and software manufacturers can increase their pro ts by 25-100
percent."
(Griffin and Herres, 2002).
dependent Variables: (Quality of Digital

Marketing):
Which means mastery and work tool. Thus, e-marketing techniques deal with
the use of digital marketing technology tools in an ideal manner, and the quality and
skill in directing them with good direction to the goals to be reached. In this study, the
researcher dealt with the variables of satisfaction and loyalty from the customer's point
of view to gain it:
- Good customer orientation in building and designing a high-quality website.

- Feeling of security in electronic dealings.
- Ease of electronic communication.
- Quality and high efficiency in responding to the customer electronically.
- The degree of diagnosis in electronic dealing.
These variables will be procedurally described during the formulation of hypotheses

later.
independent Variables: (Customer

satisfaction and loyalty):
It is measured by the effectiveness and ability of the organization to achieve its
goals with high quality, by focusing on activities that yield desirable results, with high
quality value. Communication through digital marketing is not a goal in itself, but a
means to reach marketing goals such as attracting the customer and then striving to
maintain it and gain its satisfaction and loyalty.
59
Most of the previous studies confirmed that the objectives of the quality of
digital marketing communication are represented by three responses that the
organization expects from the digital marketing communication process, which are:
• Cognitive response: It focuses on attracting the attention and interest of the

customer to the organization and its offers.
• Sensory response (psychological): which is represented in arousing the
customer's desire to try the products of the organization.
• Behavioral response (kinetic): which expresses the desired behavior by the
customer to make the purchase or adoption of the organization's products.
In his study, the researcher dealt with the effectiveness of the quality of digital
marketing through network communication, and its ability to achieve strategic goals
such as customer satisfaction and loyalty, and the desired response from
communicating with the customer, through the succession of the stages of that process.
By attracting and retaining clients and developing and strengthening that relationship.
These studies also considered that building and managing the relationship with
customers electronically goes through three stages:
• The pre-purchase stage, in which the focus is on marketing and attracting

customers' attention and interest to accept what is offered to them.
• The stage of purchase associated with the presence of a state of interaction with
customers and the exchange of effective data between the customer and the
organization and customization according to the customer’s needs contribute to
the success of the sales process
• And the post-purchase stage by providing easy electronic support services to
ensure the customer's return again.
Through the process of linking the expected responses from the digital
marketing communication process, with the desired marketing objectives of
communicating with the customer, the researcher can identify three stages of the
effectiveness of the customer’s electronic communication with the organization, from
the customer’s perspective, as follows:
• Customer acceptance of the content of communication through digital

marketing: Corresponds to the efforts made by the management of the
organization to attract the customer, by arousing the attention and interest of the
customer with the information provided by the organization. Where this
variable has been linked to the cognitive response of the client that the
organization expects from him.
• The response and interaction of the customer by communicating through digital
marketing: Corresponds to the efforts made by the organization's management
to achieve a positive and psychological response, by maintaining the client and
building an effective interaction with him. From the customer’s point of view,
60
it is evident from the desire generated by him to get to know the organization
and its products more through requesting information and inquiry, and his desire
as well for the organization to know him and his orientations, inclinations and
interests by disclosing accurate and qualitative information about him, in
addition to disclosing free information (by observation, point of view, and
complaints ...etc).
• Persistence with the customer to communicate through digital marketing: It is
related to the repetition, development and continuation of the communication
process, which is the targeted behavioral response from the communication
process with the customer. It counters the efforts made by the management of
the organization to build customer loyalty and constantly return to its digital
site.
Research Hypothesis:
The researcher-built research hypotheses to discover the correlation and influence
between the research variables as follows:
The first hypothesis: A good customer orientation with effective digital

communication:
• A good orientation is related to building the website in a way that is directed
towards the target customers, through the formal design of the website in an
attractive and interesting way for the customer in terms of page arrangement,
colors ... etc. The content is coordinated in a comfortable way that makes it
easier for the customer to navigate between the pages of the site, and clarify
the information and links.
• Designing websites using striking colors is important to attract customers to
the website. The more well-designed the site, the greater the ability to attract
more customers.
• The more processes directed to attract customers electronically are linked to
providing everything the customer needs on the site according to accurate data
that makes the site easy to use by the customer, the more attractive it is to
customers.
The researcher formulated the first hypothesis as follows:

H1: Good orientation towards the customer electronically affects the communication
of the electronic customer with the organization.
Two sub-hypotheses are derived from it:
H1.1: Good orientation towards the customer electronically affects the customer's
acceptance of electronic communication with the organization.
H1.2: Good orientation towards the customer electronically affects the response and
interaction of the customer with the electronic communication with the organization.
61
The second hypothesis: A sense of security in electronic dealing with the
effectiveness of electronic communication:
• Many previous studies have clarified the role that the safety factor plays in
enhancing the customer's interaction with the website, whether by purchasing
decision or exchanging data electronically by the customer.
• A sense of security is a composite feeling that reaches the customer as a result
of a group of activities and actions such as the privacy policy on the site,
protection and information security procedures, and the customer’s trust in the
website, and aims to sustain the relationship between the organization and the
customer in the long term.
• The sense of security and its components is also linked to the existence of an
actual relationship with the customer, that is, the customer entered into a
relationship of dealing or exchanging his personal data with the site.
Based on the foregoing, the researcher can exclude the existence of an effect
of the variable of the sense of security in the stage of acceptance, since the client did
not enter into a relationship of dealing or exchange of his personal data with the site,
and assuming that there is a possible effect in the later stages of response and
perseverance.
The researcher can formulate the second hypothesis as follows:
H2: The sense of security in electronic interaction affects the customer's

communication with the organization electronically.
The following two sub-hypotheses are derived from it:
H2.1: The sense of security in electronic interaction affects the response of any
customer interaction with the electronic communication process with the organization.
H2.2: The sense of security in electronic interaction affects the customer's persistence
in electronic communication with the organization.
The third hypothesis: Ease of electronic communication with the effectiveness

of electronic communication.
• The ease of electronic communication is the conviction of the website

management of the necessity of being as close as possible to the customer 24
hours a day and taking into account the difference between customers in their
preference for the appropriate means of communication for them.
• It is necessary for the customer to have more than one option when dealing
with the website, and for these means to be suitable for customers in terms of
cost and ease of use.
62
• This is related to the customer's desire to communicate with the site or
reconnect. Any related to the two phases of the response, any interaction of the
client with the site and his perseverance in communication.
The researcher can formulate the third hypothesis as follows:
H3: The ease of electronic communication affects the customer's communication with
the organization electronically.
H3.1: The ease of electronic communication affects the responsiveness of any

customer interaction to the process of electronic communication with the
organization.
H3.2: The ease of electronic communication affects the customer's persistence in

electronic communication with the organization.
The fourth hypothesis: The efficiency of responding to the customer

electronically with the effectiveness of electronic communication.
Responding to the client's inquiries and meeting his various needs skillfully
and quickly, with useful information and a full explanation, including drawings,
diagrams, audio and video clips .... etc. Helping him solve the problems he encounters
enhances his desire to interact with the organization electronically.

H4: The efficiency of responding to the customer electronically affects the electronic
communication of the customer with the organization.
H4.1: The efficiency of responding to the customer electronically affects the response
of any customer interaction with the electronic communication process with the
organization.
H4.2: The efficiency of responding to the customer electronically affects the

customer's persistence in electronic communication with the organization.
The Fifth hypothesis: The degree of diagnosis in the sense of personalization

with the effectiveness of electronic communication.
It is very important to build an individual and personal communication with

each customer, so that the marketing operations are directed towards customers based
on accurate data on the tendencies, tastes and personal characteristics of each
customer individually. Which leads to improving the relationship with customers and
ensuring their continuous satisfaction and loyalty.
63
H5: The degree of personality, by which we mean personalization in electronic

dealings, affects the customer's communication with the organization electronically.
H5.1: The degree of diagnosis, by which we mean personalization in electronic

interaction, affects the customer's response and interaction with the electronic
communication process with the organization.
H5.2: The degree of diagnosis, by which we mean the personalization of electronic

dealing, affects the customer's persistence in electronic communication with the
organization.
The sixth hypothesis: This hypothesis deals with determining the role of the
demographic variables of the respondents and the general determinants of the use of
websites, and does it have an impact on the respondents’ answers about the research
variables that were expressed according to the questionnaire’s axes?
H6: Respondents’ answers about research variables are affected by demographic

variables (age, gender, profession, education) and general determinants of using the
website (degree of attendance, reasons for entering the site, preferred time to access
the site, the means of communication used, the degree of improvement in the site
since the first entry).
H6.1: Respondents' answers about research variables are affected by demographic

variables (gender, age, occupation, education degree).
H6.2: The respondents' answers about the research variables are affected by the
general determinants of using the site (the degree of attendance, reasons for entering
the site, the preferred time to enter the site, the means of communication used, the
degree of improvement in the site since the first entry).
Conclusion
In the sixth chapter, after referring to previous studies, the researcher
was able to do the theoretical framework, and then the researcher was able to
extract some concepts and definitions of the independent and dependent
variables and the extent of their impact. The researcher was also able to
compare between digital marketing and traditional marketing, and the
elements of digital marketing were mentioned and each An element, customer
64
satisfaction was also defined, and in this chapter, how is customer satisfaction
measured, the researcher also mentioned in this chapter the types of customer
satisfaction surveys, customer loyalty was defined, as well as formulating
hypotheses and putting questions on them.
65
Chapter VII.
Section One:
Research Methodology:
Research Design:
Details of Study
Purpose of the study Description
Types of investigation Correlations
Extent of researcher interference Minimal: Studying events as they
normally occur
Study setting Contrived
Measurement Scaling
Unit of analysis (Population to be Individuals
studied)
Sampling Design Sample size
Time Horizon Longitudinal
Data-collection method Questionnaire
In order to achieve the objectives of the research, the researcher relied on the
descriptive approach in an analytical way, as it is the most widely used in the study of
social and human phenomena. It is expressed qualitatively and quantitatively, the
qualitative expression describes the phenomenon and explains its characteristics,
while the quantitative expression gives us a numerical description that shows the
amount of the phenomenon or its size and the degrees of its connection with other
phenomena, it is not limited to describing the phenomenon, but goes beyond it to
interpretation and analysis to reach facts about the existing conditions in order to
develop it and improve it.
The researcher used two main sources of information:
1. Secondary sources: In addressing the theoretical framework of the

research, the researcher turned to secondary data sources, which are related
to Arab and foreign books and references, and scientific journals to
research previous studies that dealt with the same subject of study,
research and reading on various Internet sites.
2. Primary sources: To address the analytical aspects of the research topic,

the researcher resorted to collecting primary data through a set of tools:
66
2.1.Mobily’s internal data collection for Saudi Telecom: A portion of this
data was collected, sorted, and selecting what suits the research and
serves its objectives.
2.2.Personal observation: The researcher made several field visits to
Mobily's management, in addition to constantly accessing Mobily's
website and recording many notes for later use.
2.3.Questionnaire: The questionnaire was the main study tool, in order to
test hypotheses and reach the nature of the correlation and influence
between the research variables. SPSS.
The researcher relied on the following

statistical methods to analyze the
questionnaire data:
1. Descriptive analysis method: The descriptive analysis method is used,
characterizing the study sample according to demographic and other
behavioral variables related to the nature of using the Saudi Mobily
Telecom website, based on growth rates, frequency distribution, arithmetic
mean, standard deviation, and percentages, as statistical indications that
are useful in comparison operations. Statistical.
2. Tests for the study tool (the questionnaire): The questionnaire was
distributed to a survey sample consisting of 30 individuals before
expanding it to the entire research sample, and tests for the study tool were
conducted to ensure that it was valid for measuring what it should
measure, where the following tests were conducted:
2.1.Tool stability test: using the internal consistency coefficient

Cronbach's alpha.
2.2.The apparent honesty test: by presenting the questionnaire to a group
of specialized and experienced arbitrators, in order to express their
observations and their point of view on the questionnaire, in terms of
its suitability for measurement, the suitability of the tool’s phrases to
the level of the respondents, the affiliation of each phrase to the
dimension it included, and the integrity of the linguistic and technical
formulation for each of those phrases contained in the tool. Content
validity test: by extracting the correlation coefficients between each
statement and the axis to which it belongs, and the overall level of the
study tool.
2.3.- Standard analysis method: After distributing the questionnaire to the
entire research sample and in order to test the hypotheses, the
researcher conducted the following statistical tests:
2.4.Test (one sample t-test): The test is used to determine whether the
arithmetic mean value of the answer of each element of the sample is
the value of a given hypothetical mean.
67
2.5.The correlation test that examines the correlation between the two-axis
axes, the Spearman correlation matrix has been completed.
2.6.To test the effect of the variables between each other, a hierarchical
regression model has been completed.
Research Sample and Community:

7.1.1. Research Community:
Mobily Saudi Telecom Company customers who use the company's website to inquire
or communicate with the organization's management or obtain certain services
through the company's website.
7.1.2. Research Sample:

Since there is no official number that indicates and determines the size of the
customer community dealing with Saudi Mobily Telecom Company, so the sample
size was not determined by the mathematical method that calls for the availability of
the community size, but the researcher chose a simple random sample, relying on a set
of statistical rules In determining an affordable sample size for an unlimited
population. Including that the sample size from 30 to 500 individuals is considered
appropriate for most studies and research. Preferably from fifty to one hundred items
in studies that depend in their analysis on correlational relationships.
Thus, the researcher distributed 300 questionnaire forms, and 289 forms were
recovered, 4 forms were excluded because they were not suitable for statistical
analysis due to lack of information, or the presence of more than one answer to the
same question, bringing the number of forms that were statistically analyzed to 285
forms, i.e. 95% of the forms distributed.
Research Limitations and

Determinants:
In this part, the researcher deals with the limits and obstacles that he faced during the
research stages, and these limits are an expression of the researcher's commitment to
scientific honesty, and he is responsible for the truthfulness and accuracy of the
results only within the limits he set.
7.1.3. Objectivity border:

1. The researcher dealt with the study of electronic marketing techniques
directed towards communicating with customers, as well as the techniques
that research in other matters such as buying and selling on the website, as
digital marketing has become one of the basics of shopping in the
Kingdom of Saudi Arabia.
68
2. The researcher relied on defining and describing the research variables
from the customer's point of view, as a result of the change in the balance
of power in light of the e-marketing data, so that customers become the
ones who determine the information they need and the offers that respond
to their needs and desires and the prices that suit them.
7.1.4. Geographical (spatial) boundaries:

The research sample was limited to the offices of the Saudi Mobily Telecom
Company in the city of Al-Ahsa, and the questionnaire was distributed to
customers in that city.
Section Two:
Description of the research sample and analysis of the study tool (questionnaire):
7.2.1. Study tool analysis (questionnaire):

7.2.1.1. Questionnaire design:
The questionnaire was designed to achieve the goal of this research, as
its phrases were formulated in line with the hypotheses that the research seeks
to study. The questionnaire contained 47 questions divided into three parts as
follows:
a. Part One: The demographic questions (gender, age, occupational and

educational status) came in four phrases.
b. Part Two: The General Determinants of Using the Institution’s Website, and it
came in five phrases.
c. Part Three : It is the part of the phrases that serve the essence of the research
and its number is (38) phrases. The Five-Year Likert Scale was used to answer
the phrases of this part according to the following notation:
Table No. (1) The coding of the answers according to the Likert scale
The Strongly Disagree Neutral (I don't Agree Strongly
answer Disagree know) Agree
Coding 1 2 3 4 5
The phrases of this part were divided according to the main themes of
the research variables as follows:
• The first axis: (Good orientation towards the customer
electronically), and the phrases related to this dimension were
encoded with the symbol Xi and included six phrases.
• The second axis: (a sense of security in electronic dealing), the
phrases related to this dimension were encoded with the symbol Yi
and included five phrases.
69
• The third axis: (Efficiency of responding to the customer
electronically). The phrases related to this dimension were encoded
with the Mi symbol and in
• cluded five phrases.
• The four axis: (Ease of electronic communication), and the phrases
related to this dimension were encoded with the symbol Ni and
within five phrases.
• The fifth axis: (the degree of personalization in electronic
communication). The phrases related to this dimension have been
encoded with the symbol Si, and they include five phrases.
• The sixth axis: (Electronic Communication Effectiveness -
Acceptance). The phrases related to this dimension have been
encoded with the symbol Wi and include four phrases.
• The seventh axis: (Electronic Communication Effectiveness -
Responsiveness). The phrases related to this dimension have been
encoded with the symbol Qi and include four phrases.
• The eighth axis: (Electronic Communication Effectiveness -
Perseverance). The phrases related to this dimension have been
encoded with the symbol Ri and include four phrases.
7.2.1.2. Study stability and reliability of the study tool (questionnaire):
A random exploratory sample consisting of thirty items was distributed
to measure the internal consistency and validity of the questionnaire. The
measurement process was carried out as follows:
Studying the reliability of the questionnaire
In studying the validity and objectivity of the questionnaire in statistical
analysis, the researcher relied on Cronbach's Alpha scale, which is used to
measure the stability of expressions that measure a dimension, and its value
ranges between (0-1), and the closer it is to 1 the evidence of the validity The
expressions and their objectivity in measuring the dimension they represent.
The total alpha-Cronbach coefficient was relied on to measure the stability of
the total questionnaire, as well as the partial alpha-Cronbach coefficient test for
each statement separately on the exploratory sample to show whether any of the
statements would negatively affect the stability of the questionnaire. As a
whole, the results are in the following tables:
Table No. (2): Cronbach's total alpha coefficient

Reliability Statistics
Cronbach's Alpha N of Items
,895 38
Source: Statistical analysis outputs using 23 SPSS program
70
Table (2) shows that the reliability of the questionnaire as a whole is very good,
as the value of the Cronbach alpha coefficient for the questionnaire as a whole
was (89.5%).
Table (3) shows the effect of each of the variables on the reliability of the
questionnaire as a whole:
Table No. (3) Cronbach's partial alpha coefficient for each of the
questionnaire's expressions
Item-Total Statistics
Cronbach's
Alpha if
Phrase
Item
Deleted
When I enter the company's website, I care that the website
,890
pages are arranged in a clear manner X1
When I enter the company's website, I care that there is visual
,890 consistency (between colors, graphics and shapes) that is
comfortable for me on the site X2
When I enter the company's website, I care that there is ease in
,889
the process of navigating the pages of the X3 website
When I enter the company's website, I care that the website
,889 provides all the information I need about the company's
services X4
When I enter the company's website, I am interested in having
,891 tools available to help me navigate between the pages of the
site X5
When I enter the company's website, I am interested that there
,894
are help instructions to go about what I want on the site X6
,893 When dealing with the company's website, I take care that the
site is a safe place from viruses Y1
,890 When dealing with the company's website, I take care of
feeling safe from any risks (such as hacking or hacking
attempts) when I browse the pages of the Y2 website
,891 When dealing with the company's website, I take care to keep
the website of my personal data well Y3
,890 When dealing with the company's website, I take care that the
website provides all means to prevent the theft of my personal
data. Y4
,895 When dealing with the organization's website, I take care of
the website's application of all the accepted rules to preserve
the privacy of my personal data Y5
,891 When I inquire about a specific topic through the institution's
website, I am interested in having a prompt response to my
inquiries by the M1 site management
,894 When I inquire about a particular topic on the company's
website, I would be interested in obtaining a direct (related)
answer when inquiring about a particular topic M2
71
,896 When I inquire about a particular topic on the foundation's
website, I am interested that the answer I get from site
management will be sufficiently detailed M3.
,891 When I inquire about a particular topic on the foundation's
website, I am interested that the answer I get from the site
management is accompanied by clarifications (drawings,
photos, videos ... Etc. (M4)
,894 When I inquire about a particular topic on the Foundation's
website, I am interested in the answer being understood
(simple and uncomplicated to me) M5
,893 When communicating with the foundation's website, I am
interested in having more than one way to communicate with
N1.
interested in the possibility of contacting the site at any time
N2.
interested in having easy communication with the parties I
need on the N3 website.
interested in the cost of contacting the website being
acceptable (low or on the website account) N4
interested in being asked about my preferred method of
communication (or choosing a method on the N5 list).
,893 To be addressed in person (in my name, surname or any
characteristic indicating the knowledge of the management of
my personal website(S1) is important from my point of view
when I communicate with the foundation's website.
,892 The content of the offer addressed to me is compatible with my
needs (through my purchasing history and pre-stated wishes)
is important from my point of view when I communicate with
the S2 website.
,894 The content of the e-mail addressed to me should be interesting
(i.e. to be related to my interests and the quality of services and
offers I would like to receive) is important from my point of
view when I communicate with the S3 website.
,890 To communicate through a preferred means of communication
for me personally. Important from my point of view when I
communicate with the website of the Foundation S4
,898 To receive answers addressed to me personally (taking into
account my career, my age and my inclinations. Etc.
(important from my point of view when I communicate with
the website of the Foundation S5
,891 Always pay attention to everything new that appears on the
website about the organization and its servicesW1
,891 Look for everything new about the organization's services
through its W2 website
72
,893 Learn more about the organization (or one of its services) on
W3
,894 I try to inquire about site management when I am interested in
a new service advertised on W4
,893 Give accurate personal information on the foundation's
website without fear Q1
,894 I take into account the submission of all required personal data
on the Q2 website.
,894 Give me correct information about me on Q3's website
,894 I do not hesitate to make my remarks when something goes
wrong (or i am not satisfied with a particular topic) Q4
,898 I take the initiative to inform the site of any updates related to
my personal data (e.g. housing change, telephone number or
otherwise) R1
,895 I repeat to contact the site if I do not get enough answers on a
particular topic R2
,897 I reply directly when I ask for certain information from me R3
,891 Feel good about the process of communicating online with the
management of the R4 website
Source: Statistical analysis outputs using SPSS software
Table (3) shows that the values of Cronbach’s partial alpha coefficient
for most of the expressions are less than the total Cronbach’s alpha value
(0.895), with the exception of four expressions (R3, R1, S5, M3) where the
value of partial Cronbach’s alpha was greater than the total, but looking at the
values of Cronbach's partial alpha for the previous statements, we find that the
value of the increase did not exceed 0.003, which is a small percentage that can
be ignored, especially since the statements are important to measure the axis to
which they belong and with the approval of the arbitrators to whom the
questionnaire was presented. Negative about the questionnaire as a whole,
therefore there is no need to change any of it or delete it from the questionnaire.
Internal consistency test for the study tool (questionnaire):

In order to ensure the internal consistency between each phrase and the partial
axis to which the phrase belongs, the correlation factor between the phrase and
the axis has been found. The results are as described in the following tables:
The first axis (good guidance to the customer electronically):
Table (4) a list of internal consistency for the first axis (good orientation
towards the electronic customer)
Good
orientation
towards the
customer
electronically
X
73
,678** Correlation When I enter the company's Spearman'
Coefficient website, I care that the s rho
,000 Sig. (2-tailed) website pages are arranged
30 N in a clear manner X1
,760** Correlation When I enter the
Coefficient company's website, I care
,000 Sig. (2-tailed) that there is visual
30 N consistency (between
colors, graphics and
shapes) that is comfortable
for me on the X2 website.
,000 Sig. (2-tailed) that there is ease in the
30 N process of navigating the
pages of the X3 website
,000 Sig. (2-tailed) that the website provides
30 N all the information I need
about the company's
services X4
Coefficient company's website, I am
,007 Sig. (2-tailed) interested in having tools
30 N available for me in
navigating between the
pages of the site X5
,005 Sig. (2-tailed) interested that there are
30 N help instructions to go
about what I want on the
site X6
1,000 Correlation Good orientation towards
Coefficient the customer electronically
. Sig. (2-tailed) X
30 N
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table (4) shows that the correlation coefficients between each statement and the
axis as a whole show a good value, except for the fifth statement (X5) which
showed a weak value, but they are all significant and statistically significant
74
because the value of the calculated significance level (Sig) is less than the
theoretical significance level 0.05.
The second axis: a sense of security in electronic dealings:
Table (5) A list of the internal consistency for the second axis (feeling of
security in electronic dealings)
feeling of
security in
electronic
dealings Y
Correlation When dealing with the Spearman's
,497**
Coefficient company's website, I take rho
,005 Sig. (2-tailed) care that the site is a safe
30 N place from viruses Y1
Correlation When dealing with the
,597**
Coefficient company's website, I take care
,000 Sig. (2-tailed) of feeling safe from any risks
N (such as hacking or hacking
30 attempts) when I browse the
pages of the Y2 website
,572**
,001 Sig. (2-tailed) to keep the website of my
30 N personal data well Y3
,725**
,000 Sig. (2-tailed) that the website provides all
N means to prevent the theft of
30 my personal data. Y4
,426*
,019 Sig. (2-tailed) of the website's application of all
N the accepted rules to maintain
30 the privacy of my personal data
Y5
Correlation Feeling safe in electronic
1,000
Coefficient transactions
. Sig. (2-tailed)
30 N
75
Table (5) shows that the correlation coefficients between each statement and
this axis (the sense of security in electronic dealing) as a whole show values
ranging between weak and good, but they are all significant and statistically
significant because the value of the calculated significance level (Sig) is less
than the theoretical significance level 0.05.
The third axis: the efficiency of responding to the customer electronically:
Table (6) The list of internal consistency for the third axis (the efficiency of
responding to the customer electronically)
the efficiency of
responding
to the
customer
electronically
M
Correlation When I inquire about a specific topic Spearman's
,606**
Coefficient through the company's website, I am rho
,000 Sig. (2-tailed) interested in a speedy response to my
30 N inquiries by the M1 site management
Correlation When I inquire about a particular
,628**
Coefficient topic on the company's website, I
,000 Sig. (2-tailed) would be interested in obtaining a
direct (related) answer when inquiring
30 N about a particular M2 topic.
,217*
Coefficient topic on the company's website, I am
,050 Sig. (2-tailed) interested that the answer I get from
site management is sufficiently
30 N detailed M3.
,558**
Coefficient topic on the company's website, I am
,001 Sig. (2-tailed) interested that the answer I get from
the site management is accompanied
30 N by clarifications (drawings, photos,
videos... Etc. (M3)
,679**
Coefficient topic on the company's website, I
,000 Sig. (2-tailed) would be interested in the answer
being understandable (simple and
30 N uncomplicated to me) M5
Correlation Efficient response to customer
1,000
Coefficient electronically M
76
. Sig. (2-tailed)
30 N
this axis (the efficiency of responding to the customer electronically) as a whole
show an acceptable value, except for the third statement (M3) which showed a
weak value, but all of them are significant and statistically significant because
the value of the calculated significance level (Sig) Less than 0.05 theoretical
significance level.
Fourth Axis: Ease of electronic communication:
Table (7) The list of internal consistency for the fourth axis (ease of
electronic communication)
ease of
electronic
communication
N
,637** Correlation When communicating with the Spearma
Coefficient company's website, I am n's rho
,000 Sig. (2-tailed) interested in having more than
one way to communicate with
30 N the website N1
,492** Correlation When communicating with the
,006 Sig. (2-tailed) interested in the possibility of
contacting the website at any
30 N time N2
,001 Sig. (2-tailed) interested in having easy
communication with the parties
30 N I need on the N3 website
,003 Sig. (2-tailed) interested that the cost of
communicating with the website
N is acceptable (low or at the
30 expense of the website) N4
77
,000 Sig. (2-tailed) interested in being asked about
the preferred method of
N communication (or choosing a
30 method in the list) N5
Correlation Ease of electronic
1,000 Coefficient communication N
. Sig. (2-tailed)
30 N
this axis (ease of electronic communication) as a whole show an acceptable
value, except for the second statement (2N) which showed a weak value, but all
values are significant and statistically significant because the calculated
significance level (Sig) value is less than The theoretical significance level is
0.05.
The fifth axis: the degree of personalization in electronic communication:
Table (8) List of internal consistency for the fifth axis (the degree of
personalization in electronic communication)
the degree of
personalization
in electronic
communication
S
,642** Correlation To be addressed in a personal Spearman's
Coefficient capacity (by my name or title or rho
,000 Sig. (2-tailed) any capacity that indicates the
N knowledge of the management of
the personal site with me) is
important from my point of view
when communicating with the
30 website of the company S1
,495** Correlation That the content of the offer
Coefficient directed to me is compatible with
,005 Sig. (2-tailed) my needs (through my purchase
N history and my previously
announced desires) is important
from my point of view when I
communicate with the company’s
30 website S2
78
,369* Correlation That the content of the e-mail
Coefficient addressed to me should be
,045 Sig. (2-tailed) interesting (that is, it should be
30 N related to my interests and the
quality of services and offers that I
would like to receive) is important
from my point of view when
communicating with the
company’s website S3
,781** Correlation To communicate through a
Coefficient preferred means of
,000 Sig. (2-tailed) communication for me
N personally. It is important
communicating with the
30 website of the company S4
,404* Correlation Receiving answers addressed to
Coefficient me personally (taking into account
,027 Sig. (2-tailed) my profession, age, tendencies,
N etc.) are important from my point
of view when communicating
30 with the company’s website S5
Correlation The degree of personalization in
1,000 Coefficient electronic communication S
. Sig. (2-tailed)
30 N
this axis (the degree of personalization in electronic communication) as a whole
show values ranging between weak and good, but they are all significant and
statistically significant because the value of the calculated significance level
(Sig) is less than the theoretical significance level of 0.05.
The sixth axis: the effectiveness of electronic communication - receptivity:
Table (9) The list of internal consistency for the sixth axis (the
effectiveness of electronic communication - receptivity)
the effectiveness of
electronic
communication
- receptivity W
79
,615** Correlation Always pay attention Spearman's
Coefficient to everything new rho
,000 Sig. (2-tailed) that appears on the
N website about the
company and its
30 services W1
,703** Correlation Interested in searching
Coefficient for everything new
,000 Sig. (2-tailed) related to the
N company's services
30 through its website W2
,447* Correlation Learn more about the
Coefficient organization (or one of
,013 Sig. (2-tailed) its services) on W3
30 N
,636** Correlation I try to inquire about site
Coefficient management when I am
,000 Sig. (2-tailed) interested in a new service
N advertised on W4
30
Correlation The effectiveness of
1,000 Coefficient electronic
. Sig. (2-tailed) communication -
N Acceptance W
30
this axis (the effectiveness of electronic communication - receptivity) as a whole
show an acceptable value, except for the third statement (W3), which showed a
weak value, but all of them are significant and statistically significant because
the value of the calculated significance level (Sig) is less from the theoretical
significance level 0.05.
Seventh Axis: Effectiveness of Electronic Communication - Response:
Table (10) List of internal consistency for the seventh axis (the
effectiveness of electronic communication - responsiveness)
the
effectiveness of
electronic
communication
-
80
responsiveness
Q
,490** Correlation Give accurate personal Spearman's
Coefficient information on the company's rho
,006 Sig. (2-tailed) website without fear Q1
30 N
,590** Correlation I take into account the
Coefficient submission of all required
Sig. (2-tailed) personal data on the
,001 company's Q2 website .
N
30
,600** Correlation Give me correct information
Coefficient about me on the company's Q3
,000 Sig. (2-tailed) website
30 N
,428* Correlation I do not hesitate to make my
Coefficient remarks when something goes
,018 Sig. (2-tailed) wrong (or i am not satisfied with
N a particular topic) Q4
30
Correlation The effectiveness of electronic
1,000 Coefficient communication - responsiveness
. Sig. (2-tailed)
30 N
this axis (the effectiveness of electronic communication - response) as a whole
show values ranging between weak and acceptable, but they are all significant
and statistically significant because the value of the calculated significance level
(Sig) is less than the theoretical significance level of 0.05.
The eighth axis: the effectiveness of electronic communication – attendance:
Table (11) The list of internal consistency for the eighth axis (the
effectiveness of electronic communication - attendance)
The
effectiveness of
electronic
communication
- attendance R
81
Correlation I take the initiative to tell the Spearman's
,283 Coefficient site any updates related to my rho
,129 Sig. (2-tailed) data personality (e.g. housing
change, telephone number or
N otherwise) R1
30
Correlation I repeat to contact the site if I do
,350 Coefficient not get enough answers on a
,058 Sig. (2-tailed) particular topic R2
30 N
,662** Correlation I reply directly when I ask for
Coefficient certain information from me
,000 Sig. (2-tailed) R3
30 N
,844** Correlation I am satisfied with the process of
Coefficient communicating electronically
,000 Sig. (2-tailed) with the management of the
N company's R4 website
30
Correlation Effectiveness of electronic
1,000 Coefficient communication - R attendance
. Sig. (2-tailed)
30 N
Table (11) shows that the correlation coefficients between each
statement and this axis (the effectiveness of electronic communication -
perseverance) as a whole show values ranging between weak and good, but they
are all significant and statistically significant because the value of the calculated
significance level (Sig) is less than the theoretical significance level of 0.05.
The result of the analysis of the previous tables showed that the
questionnaire enjoyed internal stability and consistency using the exploratory
sample, which enabled the researcher to distribute the questionnaire to the entire
research sample.
7.2.2. Description of the sample of the study:

The number of valid questionnaire forms for statistical analysis reached
/285. That is, 95% of the distributed forms. The researcher described the sample
members according to a set of criteria as follows:
Gender:
Table (12) distribution of sample items by gender
82
Cumulative Percent Valid Percent Percent Frequency Valid
52.6 52.6 52.6 150 Males
100.0 47.4 47.4 135 Females
100.0 100.0 285 Total
From the previous table, we note that the research sample was
predominantly masculine, as the percentage of males reached 52.6%, while the
percentage of females reached 47.4% of the total sample whose total number of
members reached 285 individuals.
Age:
Table (13) Distribution of sample items according to age:
Frequency Percent Valid Cumulative Percent

Percent
Valid Less than 20 63 22.1 22.1 22.1
20 & less than 30 50 17.5 17.5 39.6
30 & less than 40 62 21.8 21.8 61.4
40 & less than 50 47 16.5 16.5 77.9
50 and above 63 22.1 22.1 100.0
Total 285 100.0 100.0
Table (13) shows that the category of clients whose age is less than 20
is the most equal category with clients aged over fifty, with 22% of the
respondents. While the percentage of clients aged between 40 and less than 50
was the lowest with 16.5 % of the total sample members. Figure (4-11) shows
the distribution of the sample according to the age variable.
83
Figure (4-11) the distribution of the sample items according to the age variable
25%
20%
15%
10%
5%
0%
Less than 20 20 & less 30 & less 40 & less Above 50
than 30 than 40 than 50
1 ‫سلسلة‬ 22% 17.50% 21.80% 16.50% 22%
Occupation:
Table No. (14) Distribution of sample items by profession
Frequency Percent Valid Percent Cumulative Percent

Valid public sector 48 16.8 16.8 16.8
private sector 56 19.6 19.6 36.5
student 57 20.0 20.0 56.5
free professions 67 23.5 23.5 80.0
I do not work 57 20.0 20.0 100.0
Total 285 100.0 100.0
The previous table shows that clients who work in the free professions
have the largest percentage by 23.5%, while those working in the public sector
have the lowest percentage by 16.8% of the total sample members.
84
Figure (4-12) distribution of sample items according to occupation
I do not work Public Sector

20% 17%
Private Sector
20%
Free Professions
23%
Student
20%
Educational level:
Table No. (15) distribution of sample items according to educational level

Valid Less than high school 70 24.6 24.6 24.6
high school or Institute 61 21.4 21.4 46.0
College 63 22.1 22.1 68.1
Postgraduate 91 31.9 31.9 100.0
Total 285 100.0 100.0
The previous table shows that the largest percentage was for respondents
with higher education (postgraduate education) with a rate of 91 respondents
and 31.9% of the sample, followed by respondents with educational attainment
less than high school with a percentage of 24.6%. Then the percentage of high
school and institute graduates converges with campaigners A university degree,
and this is clearly shown by Figure (4-13):
85
Figure (4-13) distribution of sample items according to educational level
35.00%
30.00%
25.00%
20.00%
31.90%
15.00% 24.60%
21.40% 22.10%
10.00%
5.00%
0.00%
Less than High High school or College Postgraduate
school Institute
Degree of attendance:
Table No. (16) Distribution of sample items according to the degree of

attendance

Valid Less than once a month (low) 60 21.1 21.1 21.1
Once or twice a month (acceptable) 62 21.8 21.8 42.8
2 to 5 times per month (good) 74 26.0 26.0 68.8
Up to 11 times a month (very good) 70 24.6 24.6 93.3
More than 11 times per month (Excellent)
Total 19 6.7 6.7 100.0
285 100.0 100.0
The previous table (16) shows the average answers to the question
that measures the degree of attendance. The table shows that 21.1% of the
respondents had a low degree of attendance, while approximately 21.8% had
an acceptable degree of attendance, 26% had a good degree of attendance,
compared to 24.6% were very good Only 7.6% of those who had an
excellent degree of perseverance.
Reasons for entering the website:

Table (17) shows the distribution of reasons for entering the research
sample on the website as follows:
Table No. (17) Distribution of respondents' answers about the reasons for
entering the company's website
86
Valid
Follow up on company news in general 55 19.3 19.3 19.3

37.9
Inquiries about specific matters 53 18.6 18.6
59.6
Comparison between the company's offers and other 62 21.8 21.8
80.0
companies
100.0
All the previous reasons 58 20.4 20.4
Other reasons 57 20.0 20.0
Total 285 100.0 100.0
It is clear from the table that the largest percentage of respondents,

21.8%, enter the website of the Saudi Mobily Telecom Company to make a
comparison between the company's offers and other companies, compared
to only 18.6% who enter for the purpose of inquiring about certain matters.
Preferred time to enter:

Table (18) shows the preferred time to access the site according to the
opinion of the sample members:
Table (18) Sample answers are distributed about the preferred time of
entry on the site during the day

Valid Morning 86 30.2 30.2 30.2
Official working period 61 21.4 21.4 51.6
Evening 76 26.7 26.7 78.2
There is no specific time 62 21.8 21.8 100.0
Total 285 100.0 100.0
Table (18) shows that approximately 30% of customers prefer to

enter the company's website in the morning, while only 20% enter within
the official working hours, 26.7% in the evening, while 21.8% do not have
a specific time for entry.
87
The method of contact used:
Table (19) distribution of the sample answers about the preferred (most
frequently used) means of communication to communicate with the site
Valid from my phone 71 24.9 24.9 24.9
From my computer 69 24.2 24.2 49.1
from work computer 78 27.4 27.4 76.5
There is no preferred method 67 23.5 23.5 100.0
Total 285 100.0 100.0
The table shows that 27.4% use a work computer to access the site,
compared to approximately 24.2% who use a personal computer, while
24.9% of respondents prefer to use a mobile phone.
The degree of improvement in the site since the first entry:
Table (20) shows the distribution of the respondents' answers according

to their opinion of the improvement in the site since their first entry:
Table (20) distributes the answers of the sample members about the
degree of improvement in the site since the first entry

Valid No 160 56.1 56.1 56.1
Yes 125 43.9 43.9 100.0
Total 285 100.0 100.0
Table (20) shows that 43.9% of those who dealt with the website see
that the website has improved between the first and last access to them. In
contrast, 56% do not see any improvement in the institution’s website
between the first entry and the last entry.
88
7.2.3. T-test:
After distributing the questionnaire to the entire sample, and in order

to achieve the objectives of the research and test the hypotheses, the
researcher calculated the average of the respondents’ answers on each of the
axes, and then measured the intrinsic difference and the difference of the
averages of these answers from the value (3), which represents the neutral
answer according to the five-point Likert scale that was Its adoption in the
questionnaire distributed to the members of the research sample, through the
use of the T-Test.
The researcher attached all the tables that show the distribution of
the answers of the respondents around the eight axes of the research with
their frequency and the percentages obtained from the statistical analysis
program within the research supplements, and merely showed the average
total answers for each of the research axes as shown in table (21):
Table (21) is the average of the total responses to the questionnaire’s axes
Statistics
Good Feeling of Efficient Easy Degree of The effectiveness The effectiveness The effectiveness
orientation security response to electronic personalization in of electronic of electronic of electronic
towards the in the customer communication electronic communication - communication - communication -
customer electronic electronically communication acceptance responsiveness attendance
electronically dealings
N Valid 285 285 285 285 285 285 285 285
Missing 0 0 0 0 0 0 0 0
Mean 3.63 3.50 3.51 3.55 3.51 3.68 3.55 3.61
Std. .761 .739 .821 .765 .735 .814 .913 .859

Deviation
Table (21) shows the average answers for each axe of the
questionnaire and the standard deviations, and the averages of all axes were
above the neutral value (3), which means that most of the respondents were
positively agreeing with the questionnaire axes. For example, for the good
orientation of the client Electronically, the average of approximately (3.6)
indicated that most of the respondents’ answers centered on the position of
agreeing to this item, meaning that they see a good approach to the customer
electronically, and the same is true of the remaining seven axes.
The previous table shows values for the averages of the answers
above the neutral value (3), but this difference from the average value (3)
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may be a probabilistic difference that results from errors of luck and chance
because we are dealing with a sample of a population, meaning that it may
be without any statistical significance.
To resolve this idea, it is necessary to resort to testing the intrinsicity

of this difference from the mean value 3, based on the T-Test. Here, we test
the following hypothesis for each of the axes:
H0: Mean = 3
H1: Mean  3
The following table (22) shows the results of this test:
Table (22) Difference Significance Test (T-Test)

One-Sample Test
Test Value = 3
95% Confidence Interval of

the Difference
Mean
t df Sig. ( 1-tailed) Difference Lower Upper
Good orientation towards the customer .632 .54
electronically 14.017 284 .000 .72
Feeling of security in electronic dealings 11.377 284 .000 .498 .41 .58
Efficient response to the customer 10.540 284 .000 .512 .42 .61
electronically
Easy electronic communication .554 .47
12.227 284 .000 .64
.509 .42
Degree of personalization in electronic 11.693 284 .000 .59
communication
The effectiveness of electronic 14.040 284 .000 .677 .58 .77
communication - acceptance
communication - responsiveness
communication - attendance
The previous table (22) shows the differences in the average answers of
each of the axes from the mean value, as well as the t-student statistic with the
level of significance (the calculated significance level Sig) corresponding to
each of them, which helps in making a decision regarding the previous statistical
hypothesis.
It appears from the table that we reject the null hypothesis for each of
the previous averages, since the calculated significance level 0 = Sig is smaller
than the significance level 0.05, which means rejecting the null hypothesis and
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thus accepting the alternative hypothesis. This means that the differences in the
mean of the answers of the eight axes were completely, substantially and
statistically significant than the average value (3).
Therefore, it can be concluded that the approval of all customer

respondents on each of the axes was substantial and statistically significant. For
example, with regard to the sense of security in electronic dealings, the results
indicate that the majority of customers agree well (according to the questions
asked about this axis) on the sense of security in dealing with the website of the
Saudi Mobile Communications Company, as well as for the rest of the axes.
Conclusion
The researcher divided the seventh chapter into two parts:

1- section One:
In it, the researcher dealt with the research design, study details, sample and
research community, and research limitations and determinants.
2- Section two:
In which the researcher dealt with the description of the research sample,
analysis of the study tool (questionnaire), making tables through the
statistical program SPSS 23, and making the chart.
Where the researcher also dealt with the analysis of the questionnaire tool
in terms of design, and the study of the stability and reliability of the study
tool by testing the internal consistency, and the characterization of the study
sample, then the T-test.
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Section Three:
Research hypothesis testing
In order to test the hypotheses and discover the nature of the correlation and
influence between the independent and dependent variables, the researcher relied on
studying the correlation first, and then testing the regression coefficients between the
variables to analyze the relationship and the degree of influence of the independent
variables on the dependent variable.
7.3.1. Study the correlation between search variables:

Until the hypothesis examined in the link between the two axes has been
tested, the Spearman link matrix has been completed, which is suitable for research
variables because they are of a rank nature. As shown in table (23).
Table (23) Spearman correlation coefficient for the research variables
Correlations
The degree of Digital

Good Efficient The
A sense of personalization Communication Effectiveness
guidance answering effectiveness of
security in Ease of digital in digital Effectiveness – of digital
for the to the digital communication
digital communication communication Acceptance
digital customer communication- – attendance
interactions N S W
customer digitally responsiveness
X
Y
M Q
R
Good guidance Correlation

1 0.118 0.158 0.129 0.124 .0532 0. 712 - 0.016
for the digital Coefficient
customer
X
Sig. (2-
. 0.047 0.008 0.03 0.037 .0000 0.033 0.787
tailed)
A sense of
security in digital
interactions Correlation
0.118 1 0.141 0.027 0.12 0.1 .0551 0.023
Y Coefficient
Sig. (2- 0.047 . 0.018 0.647 0.042 0.091 0.011 0.695

tailed)
Efficient
answering to the Correlation
0.158 0.141 1 0.217 0.21 0.134 0.411 0.071
customer digitally Coefficient
M
Sig. (2- 0.008 0.018 . 0 0 0.024 0 0.229
tailed)
Correlation
0.129 0.027 0.217 1 0.114 0.056 0.234 - 0.028
Ease of digital Coefficient
communication N
Sig. (2- 0.03 0.647 0 . 0.054 0.349 0 0.641
tailed)
Spearman
's rho The degree of
personalization in
digital
Correlation 0.124 0.12 0.21 0.114 1 0.19 0.225 0.008
communication Coefficient
S
Sig. (2- 0.037 0.042 0 0.054 . 0.001 0 0.892
tailed)
Digital
Communication
92
Effectiveness – Correlation 0.735 0.1 0.134 0.056 0.19 1 0.11 0.125
Acceptance Coefficient
W
Sig. (2- 0.044 0.091 0.024 0.349 0.001 . 0.064 0.035
tailed)
The
effectiveness of Correlation
digital 0. 712 .0551 0.411 0.234 0.225 0.11 1 0.149
Coefficient
communication-
responsiveness
Q Sig. (2- 0.033 .0011 0 0 0 0.064 . 0.012
tailed)
Effectiveness of
digital Correlation
communication – .0585 0.023 0.071 - 0.028 0.008 0.125 0.149 1
Coefficient
attendance
R
Sig. (2- .0053 0.695 0.229 0.641 0.892 0.035 0.012 .
tailed)
Hypothesis test for significant correlation coefficient:

H0: r = 0
H1: p ≠ 0
7.3.1.1. First hypothesis test:
H1: Good digital customer orientation affects digital customer communication
with the organization.
7.3.1.1.1 Testing of the first partial hypothesis H1-1:

H1-1: Good digital customer orientation affects digital customer
communication with the organization.
Table (23) shows that Spearman's correlation coefficient between these two
axes has reached (r = 73.5%) against a calculated significance level (Sig = 0.044),
which is less than the significance level 0.05 Which means rejecting the null
hypothesis which says that the correlation coefficient is not significant, and accepting
the alternative hypothesis that confirms the existence of a strong, positive and
statistically significant correlation between the good orientation towards the customer
digitally and his acceptance of digital communication with the organization.
7.3.1.1.2 Second Partial Hypothesis Test H1-2:
H1: Good orientation towards the digital customer affects the response
(interaction) of the customer to the digital communication with the organization.
Also, from the previous table (23) we can read that the value of Spearman's
correlation coefficient between these two variables amounted to 2.71% against a
calculated significance level (Sig = 0.03) which is less than the significance level
0.05.
Which means that there is a strong and statistically significant positive
correlation, and therefore we reject the null hypothesis that expresses the significance
of the correlation coefficient test, and we accept the alternative hypothesis that
indicates the existence of a positive and statistically significant correlation between
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the good orientation towards the customer digitally and his response (interaction) with
the digital communication process.
7.3.1.2. The second hypothesis test:

H2: The sense of security in electronic dealing affects the customer's
communication with the organization digitally.
7.3.1.2.1. Testing the first partial hypothesis H2-1:
H2-1: The sense of security in digital interaction affects the customer's
response (interaction) with the digital communication process with the organization.
According to Table (23), the value of the correlation coefficient was 75.1%
with a calculated level of significance (Sig = 0.011), which means that there is a
strong positive and statistically significant correlation, and therefore the null
hypothesis must be rejected, and the alternative hypothesis accepted.
Which confirms the existence of a strong, positive, and statistically significant
correlation between the sense of security in digital interaction and the customer's
response (interaction) with the digital communication process.
7.3.1.2.2. Second Partial Hypothesis Test 2-H2:
persistence in digital communication with the organization.
Table (23) shows that the value of the correlation coefficient amounted to
2.3%, with a calculated significance level (Sig = 0.695).
Which means that there is a positive (weak) correlation, but it is not
statistically significant because the calculated significance level (the level of
significance) is greater than 0.05, which means that the null hypothesis is accepted,
and therefore the Spearman correlation coefficient is not fundamentally different from
zero. That is, in light of this result, there is no real, statistically significant relationship
between the sense of security in digital interaction and the customer's persistence in
digital communication.
7.3.1.3. The third hypothesis test:

H3: The ease of digital communication affects the customer's communication
with the organization digitally.
7.3.1.3.1. First partial hypothesis test 1-H3:
H3-1: The ease of digital communication affects the customer’s response
(interaction) with the digital communication process with the organization according
to the results of Table (23). The value of the correlation coefficient reached 23.4%,
compared to a calculated significance level (Sig = 0.00), which means that there is a
positive and statistically significant correlation There is a weak correlation between
ease of communication and customer response. It results in rejecting the null
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hypothesis, and accepting the alternative hypothesis that there is a positive, weak and
statistically significant correlation between the ease of digital communication and the
customer's response (interaction) with the digital communication process.
7.3.1.3.2. Second Partial Hypothesis Test H3-2:
H3-2: The ease of digital communication affects the customer’s persistence in
communicating digitally with the organization.
Table (23) shows that the value of the correlation coefficient is -2.8% with a
calculated significance level (Sig = 0.640), which means that there is a negative
correlation, but it is not statistically significant between the ease of digital
communication and the customer’s persistence in digital communication, because the
calculated significance level (the level of significance) greater than 0.05 which means
that the null hypothesis is accepted.
So the Spearman correlation coefficient is not fundamentally different from
zero.
That is, in light of this result, there is no real, statistically significant
relationship between the ease of digital communication and the customer's persistence
in digital communication.
7.3.1.4. The fourth hypothesis test:

H4: The efficiency of responding to the customer digitally affects the digital
communication of the customer with the organization.
7.3.1.4.1. Test the first partial hypothesis H4-1:
H4-1: The efficiency of responding to the digital customer affects the response
(interaction) of the customer with the electronic communication process with the
organization.
According to the results of Table (23), the value of the correlation coefficient
between the response efficiency and the customer’s response to digital
communication was 41.1%, compared to a calculated significance level (Sig = 0.00),
which means a positive and statistically significant correlation between the ease of
communication and the customer’s response. This results in rejecting the null
hypothesis, and acceptance. The alternative hypothesis is that there is a positive and
statistically significant correlation between the efficiency of responding to the
customer digitally and his response (interaction) with the digital communication
process.
7.3.1.4.2. Second Partial Hypothesis Test H4-2
H4-2: The efficiency of responding to the customer digitally affects the
customer’s persistence in digital communication with the organization
Table (24) shows the value of the correlation coefficient 7.1% with a level of
significance (Sig = 0.229), which means that there is a positive (weak) correlation, but
95
it is not statistically significant because the calculated significance level (significance
level) is greater than 0.05, which means that the null hypothesis is accepted.
Spearman's correlation coefficient is not fundamentally different from zero. That is, in
light of this result, there is no real, statistically significant relationship between the
efficiency of responding to the customer digitally and his persistence in
communicating digitally.
7.3.1.5. The Fifth Hypothesis Test:

H5: The degree of diagnosis (personalization) in the digital interaction affects
the customer's communication with the organization digitally.
7.3.1.5.1. First partial hypothesis test H5-1
H5-1: The degree of diagnosis (personalization) in the digital interaction
affects the customer's response (interaction) with the digital communication process
with the organization.
Table (23) shows the value of the correlation coefficient of 22.5%, against a
calculated level of significance (Sig = 0.00), which means a positive and statistically
significant correlation, but it is a weak correlation, which results in rejecting the null
hypothesis, and accepting the alternative hypothesis that there is a weak and
statistically significant positive correlation between the degree of diagnosis
(personalization). ) in digital interaction and the customer's response (interaction) with
the digital communication process.
7.3.1.5.2. Second Partial Hypothesis Test H5-2
H5-2: The degree of diagnosis (personalization) in digital interaction affects
the customer's persistence in digital communication with the organization.
According to Table (23) the value of the correlation coefficient amounted to
0.8% against a very significant (calculated significance) level (0.892). Thus, we
accept the null hypothesis, as there is no evidence of a correlation between the degree
of diagnosis (personalization) in digital interaction and the customer's persistence in
electronic communication in light of the variables obtained.
In light of this result, there is no real, statistically significant relationship
between the degree of diagnosis (personalization) in digital interaction and the
customer's persistence in digital communication.
7.3.2. Studying the effect of the research variables (studying ordinal regression
models):
To study the effect of the variables between each other (according to the
hypotheses of the subject of the study), ordinal regression models have been
completed, which is commensurate with the nature of the research variables that take
the ordinal form as they were measured on the five-point Likert scale as shown in the
96
study curriculum. Therefore, and due to the invalidity of linear regression models that
require the study variables to be continuous, the order of regression was followed to
show the effect of each of the independent variables on the dependent variable (the
effectiveness of digital communication), by calculating the cumulative proportion.
Note that the regression has not been studied among the variables that did not show a
significant correlation because achieving the correlation condition is a necessary and
insufficient condition for the regression study later on, and therefore the ordinal
regression analysis will be limited to the variables that showed a statistically
significant correlation. As Table (24) shows:
Hypothesis The variables correlation Calculated morale

number coefficient significance level
H1-1 Morale Good customer orientation * 0.735 0.04 1
Effective communication - receptivity
H1-2 Good Customer Orientation * Effective 0.712 0.03 1
Communication - Responsiveness
H2-1 A sense of security in digital interactions * 0.751 0.01 1
Effectiveness of communication -
responsiveness
H2-2 A sense of security in digital interactions * 0.023 0.695 0
Effectiveness of communication -
perseverance
H3-1 Ease of digital communication * Effective 0.234 0 1
H3-2 Ease of digital communication * Effective 0.028- 0.641 0
communication - perseverance
H4-1 The efficiency of responding to the 0.41 0 1
customer digitally * Effective
H4-2 Efficiency of responding to the customer 0.07 0.229 0
digitally * Effectiveness of communication -
perseverance
H5-1 The degree of personalization in digital 0.225 0 1
interaction * Effectiveness of
H5-2 The degree of personalization in electronic 0.8 0.89 0
interaction * Effectiveness of communication -
responsiveness
Table (24) the correlation matrix between each pair of search variables
7.3.3. The study of the ordinal regression model for the hypothesis H1-1
Good orientation towards the customer electronically affects the customer's
acceptance of electronic communication with the organization.
This hypothesis examines the impact of the independent variable (good digital
customer orientation) on the dependent variable (digital communication effectiveness
- acceptance). The researcher studied the order of regression between the two
variables as follows:
97
7.3.3.1. Effectiveness of the Ordinal Regression Model Used:
The researcher extracted the effectiveness table of the model used (Model
Fitting) to determine whether the ordinal regression model has achieved a significant
and statistically significant addition in explaining the differences in the answers to the
dependent variable questions with the different answer categories for the independent
variable questions (and that is from the reality of the sample data). In other words,
was the respondents' answer to the questions of the dependent variable (customer
acceptance) affected by the distribution of their answers to the categories of questions
of the independent variable (good customer orientation) or was this model's inclusion
of these two variables not helpful in the analysis?
Table (25) is the effectiveness of the hierarchical regression model between
the axes of good orientation and acceptance
Model Fitting Information
Model -2 Log Chi- df Sig.
Likelihood Square
Intercept Only 67.262
Final 55.381 11.881 4 .018
Source: Statistical analysis outputs using SPSS20
From reading Table (25), we note that the value of the Chi-Square coefficient
has reached 88.11 against a significant level (calculated significance) Sig.=018.0,
which is lower than the theoretical significance level 05.0, which means rejecting the
null hypothesis and accepting the alternative hypothesis that the estimated ordinal
regression model Acceptable, as the data showed an ability to interpret the
respondents' answers on the axis of acceptance through their answers on the axis of
good customer orientation.
7.3.3.2. Goodness-of-Fit:
To determine the extent to which the results estimated as outputs from the
proposed hierarchical regression model are close to the actual results that would
actually occur in reality if the whole population was taken into account. The
researcher extracted the table (26).
Table (26) Quality of fit of the hierarchical regression model between the axes
of good orientation and receptivity
Goodness-of-Fit
Chi-Square df Sig.
Pearson 22.193 12 .035
Deviance 19.955 12 .038

98
Table (26) shows the convergence of the values of the correlation coefficients
Pearson and Deviance (19.22, 95.19), respectively, and this is evidence of the
convergence and convergence of the estimated values from the proposed regression
model with the actual values and results if the entire population was taken into
account.
And the separation of the matter for the calculated level of significance (50.0 >
0.038 (Sig =), which means rejecting the null hypothesis that there is no such
convergence. That is, we can rely on this model to explain the changes in the
relationship between the two variables (good customer orientation and acceptance and
generalization of the result to the entire research community).
7.3.3.3. Pseudo R-Square coefficient of determination:

Table (27) shows the corrected coefficient of determination (Nagelkerke),
which shows the size of the difference in the distribution of respondents' answers
about the dependent variable (receptivity), which we can explain and attribute to the
change in the distribution of response rates of the same respondents about the
independent variable (good customer orientation digitally).
Table (27) coefficient for determining the regression between the axes of good
orientation and acceptance
Pseudo R-Square
Cox and Snell . 41
. 46
Nagelkerke
.20
McFadden
Link function: Logit.
It is noticed from Table (27) that the value of the corrected Nagelkerke
determination coefficient amounted to only 46.0%, which means that the selectivity in
choosing to answer the question of digitally good orientation to the customer has
affected by 46% in the selectivity in answering the variable’s questions (the
effectiveness of digital communication - receptivity). .
Therefore, 46% of the respondents agreed on the importance and impact of a
good digital orientation towards the customer in his acceptance of digital
communication with the site.
7.3.3.4. Ordinal Regression Model Parameters:

Table (28) shows the results of the rank analysis test with respect to the
transactions (which are the aggregate ratios of the intersection of the respondents'
99
answers (between the categories of the dependent variable) the effectiveness of digital
communication - receptivity (and between the categories of the independent variable)
the good orientation towards the customer digitally).
According to the following table (28), 37% of those who agreed on the
importance of a good customer orientation were neutral or less in the response to the
acceptance axis (neutral, disagree, strongly disagree), so it is expected according to
this model that 63% (complementary probability) Perhaps they would have agreed on
the importance of the digital trend and agreed on its importance in influencing the axis
of acceptance. While 69% of those who were strongly disagree with the importance of
the axis of good customer orientation were either neutral or disagree and strongly
disagree with the importance of the axis of acceptance.
Table (28) Parameters of the ordinal regression model between the axes of
good orientation and acceptance
parameters from the ordinal regression

explanatory predicted ]W_BAR = 1[ ]W_BAR = 2[ ]W_BAR = 3[ ]W_BAR = 4[
categories
]X_BAR=1[ cumulative proportion 0.14 0.15 0.69 0.98
7.3.3.5. Parallel Lines Parallel Test:

The following table (29) tests whether the respondents’ answers differ from
the dependent variable (the effectiveness of digital communication - receptivity)
according to the difference in the answers to the independent variable (the good
orientation towards the digital customer in a real and statistically significant way, or if
the respondents answered the questions arbitrarily, which Does it not give us the
ability to link the two variables (good customer orientation and acceptance) to
determine the size of the effect? (i.e. is the effect that good customer orientation has
on acceptance through the respondents’ answers, which was analyzed in the previous
paragraph, significant and statistically significant, or is it due to errors of luck and
chance.
Table (29) Parallelism test for hierarchical regression between the axes of
good orientation and receptivity
TEST OF PARALLEL LINESC

Model -2 Log Likelihood Chi-Square df Sig.
Null Hypothesis 55.381
General 9.395a 45.986b 12 .000
100
Table (29) shows the calculated significance level Sig = 0, which is lower than
any approved theoretical significance level. Therefore, we reject the null hypothesis
that the difference is not essential between the respondents’ answers, and we accept
the existence of an acceptable differentiation between the answers, and taking into
account these differences. This means that the respondents' answers were affected by
the dependent variable (the effectiveness of digital communication - acceptance)
according to the variation in the answers about the independent variable (the good
orientation towards the digital customer in a real and statistically significant way).
7.3.4. Study of the ordinal regression model for the hypothesis H1-2
H1-2: Good orientation towards the customer digitally affects the response
(interaction) of the customer to the digital communication with the organization
This hypothesis examines the effect of the independent variable (good
customer orientation) on the dependent variable (electronic communication
effectiveness - responsiveness). The researcher studied the hierarchical regression
model between the two variables as follows:
7.3.4.1. Effectiveness of the hierarchical regression model used:
the axes of good orientation and response
Intercept 69.768
Only
Final 57.698 12.070 4 .017
reached 12.070, compared to the significance level of Sig.=0.017, which is lower than
the theoretical significance level 0.05, which means rejecting the null hypothesis and
accepting the alternative hypothesis that the estimated ordinal regression model is
good and effective in showing The effect between respondents' answers about the
axes of good customer orientation and the effectiveness of digital communication -
responsiveness.
7.3.4.2. Quality of fit of the rank regression model used:

Table (31) Quality of fit of the hierarchical regression model between the axes
of good orientation and response
101
Goodness-of-Fit
Chi- df Sig.
Square
Pearson 21.343 12 .046
Deviance 19.075 12 .018
As noted from Table (31), the values of the Pearson and Deviance correlation
coefficients amounted to 21.3 and 19.075, respectively, and to show the extent of the
convergence of the estimated values according to the proposed regression model with
the actual values and results, we note that the calculated significance level has reached
(> 50.0 (Sig = 0.018), which means Rejection of the null hypothesis, which requires
that there is no such convergence and acceptance of the alternative hypothesis, that is,
we can rely on this model to explain changes in the variable of the effectiveness of
digital communication - responding through changes in the variable of good
orientation towards the customer electronically and generalizing the result to the
entire research community.
7.3.4.3. Pseudo R-Square Coefficient of Determination:

Table (32) ordinal regression determination coefficient between the axes of
good orientation and response
Pseudo R-Square
Cox and Snell . 41
Nagelkerke . 46
McFadden . 39
Table (32) shows that the value of the corrected Nagelkerke determination
coefficient amounted to 0.46%, which means that the selectivity in choosing to
answer questions about the variable (good customer orientation) affected by 46% of
the selectivity in answering the questions of the variable (the effectiveness of digital
communication - response). Thus, 46% of the respondents agreed on the importance
and impact of good customer orientation on the response.

Table (33) shows the results of the rank analysis test regarding the coefficients
(which are the aggregative ratios of the intersection of the respondents' answers)
between the digital communication effectiveness variable - responsiveness and the
categories of the independent variable (good digital customer orientation).
102
Table (33) Parameters of the hierarchical regression model between the axes
of good orientation and response
explanatory predicted [Q_BAR = 1] [Q_BAR = 2] [Q_BAR = [Q_BAR = ]4

categories 3]
[X_BAR=1] cumulative 0.08 0.09 0.43 0.94

proportion
[X_BAR=2] cumulative 0.02 0.03 0.18 0.82
proportion
[X_BAR=3] cumulative 0.09 0.10 0.47 0.95
proportion
[X_BAR=4] cumulative 0.06 0.07 0.38 0.92
proportion
[X_BAR=2] cumulative 0.01 0.01 0.08 0.65
proportion
According to Table 33, 38% of those who agreed on the importance of a good
customer orientation were neutral or less in response to the response axis (neutral,
disagree, strongly disagree). Therefore, according to this model, it is expected that
62% (complementary percentage) of They agreed with the importance of good
orientation towards the customer electronically, they agreed and strongly agreed on its
importance in influencing the axis of response, while 40% of those who were strongly
disagree about the importance of the axis of good customer orientation were either
neutral or disagree and strongly disagree on the importance of the axis of response.
7.3.4.5. Parallel Lines Parallel Test:

The following table (34) tests whether the difference in the respondents'
answers about the dependent variable (response) with the difference in answers from
the independent variable (good orientation towards the digital customer), whether this
difference (effect) is substantial or is due to errors of luck and chance.
Table (34) test of parallelism for hierarchical regression between the axes of
good orientation and response
Test of Parallel Linesc

General 106.265a .b 12 .00

It appears from Table (34) that we reject the null hypothesis that the
differences are not significant, as the value of the calculated significance level is Sig =
0, which is lower than any approved theoretical significance level. Therefore,
103
according to the estimated model, the answers showed an acceptable differentiation,
therefore it can be taken into account Taking into account these differences, which
means that the respondents' answers about the dependent variable (high digital
communication - responsiveness) were affected according to the difference in answers
about the independent variable (good digital customer orientation) in a real and
statistically significant way.
7.3.5. Study of the ordinal regression model for the hypothesis H2-1:
response (interaction) with the digital communication process with the organization.
This hypothesis examines the impact of the independent variable (a sense of
security in digital interaction) on the dependent variable, the customer's acceptance of
digital communication with the organization (the effectiveness of electronic
communication - acceptance). The researcher studied the hierarchical regression
7.3.5.1. Effectiveness of the used ordinal regression model
The following table (35) shows whether the ordinal regression model has
achieved a significant and statistically significant addition in explaining the
differences in the answers to the questions of the dependent variable (the effectiveness
of digital communication - response) with the different categories of answering the
questions of the independent variable (the sense of safety in digital interaction)
the axes of sense of safety and response
Intercept 62.594
Only Final 50.723 11.870 4 .018

reached 87.11 against the significance level of Sig.=0.018, which is lower than the
calculated significance level of 0.05, which means rejecting the null hypothesis and
accepting the alternative hypothesis that the data and through the estimated ordinal
regression model have shown An ability to interpret the respondents' answers about
the axis of response through their answers about the axis of the sense of safety in
digital interaction.
.
104
Table (36) shows how close the results estimated as outputs from the proposed
hierarchical regression model are to the actual results that will actually happen in
reality if the whole population is taken into consideration.
Table (36) Quality of fit of the rank regression model between the axes of
sense of safety and response
Goodness-of-Fit
Chi- df Sig.
Square
Pearson 11.777 12 .094
Deviance 11.198 12 .041
The convergence of the values of the Pearson and Deviance correlation
coefficients in the previous table (78.11 and 198.11) is evidence of the agreement and
convergence of the estimated values from the proposed regression model with the
actual values and results if the whole population was taken into account and separated
in the matter for the calculated significance level (50.0 > 0.041 (Sig). =, which means
rejecting the null hypothesis that there is no such convergence, meaning that we can
rely on this model to explain the changes in the relationship between the two variables
and generalize the result to the entire research community.
7.3.5.3. Pseudo R-Square Coefficient of Determination

Table (37) is the coefficient for determining the hierarchical regression
between the axes of sense of safety and response
Pseudo R-Square
Cox and Snell . 41
Nagelkerke . 46
McFadden . 38
determination coefficient amounted to only 46%, which means that the selectivity in
choosing to answer questions about the sense of security in digital interactions
affected by 46% in the selectivity in answering the questions of the variable (the
effectiveness of digital communication, response Consequently, 46% of the
respondents agreed on the importance and impact of a sense of security in electronic
dealing on the customer's response to the digital communication process.
105
Table (38) shows the results of the rank analysis test regarding the transactions
between the digital communication effectiveness variable - responsiveness (as a
dependent variable) and the categories of sense of safety in electronic interaction (as
an independent variable).
of sense of safety and response
explanatory predicted [Q_BAR = 1] [Q_BAR = 2] [Q_BAR = 3] [Q_BAR = 4]
categories
[Y_BAR=1] cumulative proportion 0.91 0.34 0.06 0.05
According to the previous table, 34% of those who agreed on the importance
of a sense of security in digital interactions were neutral or less in the response to the
response axis (neutral, disagree, strongly disagree), therefore it is expected according
to this model that 66% may have agreed on the importance of Feeling safe in digital
interactions strongly agree and agree on its importance in influencing the focus of
digital communication effectiveness - responsiveness.
While 34% of those who strongly disagree with the importance of the axis of
sense of safety in digital interaction were either neutral or disagree and strongly
disagree on the importance of the axis of effectiveness of digital communication -
responsiveness.
7.3.5.5. Parallel Line Parallel Test:

Table (39) Parallelism test for hierarchical regression between the axes
of sense of safety and response
Test of Parallel Linesa
Model -2 Log Chi-Square df Sig.
Likelihood
Null 50.723
Hypothesis 37.328 13.395 12 .034
General
It appears from Table (39) that the value of the calculated significance level
amounted to Sig = 0.03, which is lower than the approved theoretical significance
level. Therefore, according to the estimated table, the answers showed an acceptable
differentiation. Therefore, these differences can be taken into consideration, which
means that the respondents’ answers are affected by the variable The dependent (the
106
effectiveness of electronic communication - response) according to the difference in
the answers about the independent variable (the sense of safety in digital interaction)
in a real and statistically significant way.
7.3.6. Study of the ordinal regression model for the hypothesis H3-1:
The ease of digital communication affects the responsiveness (interaction) of
the customer to the process of digital communication with the organization.
This hypothesis examines the effect of the independent variable (ease of
digital communication) on the dependent variable (effectiveness of electronic
communication - responsiveness). The researcher studied the hierarchical regression
differences in the answers to the questions of the dependent variable (the effectiveness
of digital communication - responsiveness) with the different categories of answer to
the questions of the independent variable (ease of digital communication).
Table (40) The effectiveness of the hierarchical regression model between the
axes of ease of digital communication and responsiveness
Likelihood
Intercept Only 136.500
Final 48.422 18.048 4 .000

Table (40) shows that the value of the Chi-Square coefficient amounted to
048.18 against the calculated significance level Sig.=00.0, which is lower than the
significance level 0.05, which means rejecting the null hypothesis and accepting the
alternative hypothesis that the data showed through the ordinal regression model the
ability to explain The respondents' answers about the axis of the effectiveness of
digital communication - responsiveness through their answers about the axis of ease
of digital communication.

Table (41) shows the extent to which the results estimated as outputs from the
proposed hierarchical regression model are close to the actual results that will actually
happen in reality if the whole population is taken into account.
107
Table (41) The quality of reconciling the ordinal regression model between the
axes of ease of digital communication and responsiveness
Goodness-of-Fit
Chi- df Sig.
Square
Pearson 28.831 12 .004
Deviance 25.383 12 .021
coefficients in the previous table (831.28 and 383.25) is evidence of the agreement
and convergence of the estimated values from the proposed regression model with the
actual values and results if the whole population is taken into account. And the
separation of the matter to the calculated significance level (50.0 > (Sig = 0.021),
which means rejecting the null hypothesis that there is no such convergence. That is,
we can rely on this model to explain the changes in the relationship between the two
variables (ease of digital communication, effectiveness of digital communication -
responsiveness) Dissemination of the result to the entire research community.
7.3.6.3. Pseudo R-Square Coefficient of Determination:

about the dependent variable (the effectiveness of digital communication -
responsiveness), which we can explain and attribute to the change in the distribution
of response rates of the same respondents about the independent variable (ease of
digital communication).
Table (42) The ordinal regression determination coefficient between the axes
of ease of digital communication and responsiveness
Pseudo R-Square
Cox and Snell .266
Nagelkerke .297
McFadden .137
determination coefficient was only 7.29%, which means that the selectivity in
choosing to answer the axis of ease of digital communication affected by 7.29% on
the selectivity in answering the questions of the variable (the effectiveness of digital
communication - response).
108
Thus, 7.29% of the respondents agreed on the importance and impact of the
ease of digital communication on the customer's response (interaction) with the digital
communication process with the organization.

Table (42) Parameters of the ordinal regression model between the axes of
ease of digital communication and responsiveness

categories
[N_BAR=1] cumulative proportion 1.00 1.00 1.00 1.00
dependent variable) and the categories of ease of digital communication (as an
independent variable).
of ease of digital communication were neutral or less in answering the axis of
effectiveness of digital communication - responsiveness (neutral, disagree, strongly
disagree). Therefore, according to this model, it is expected that 65% (complementary
percentage) They may have agreed on the importance of the ease of digital
communication. They agree and strongly agree on its importance in influencing the
focus of effective digital communication-response.
While 69% of those who strongly disagree with the importance of the ease of
digital communication were either neutral, or disagree, and strongly disagree, on the
importance of the effectiveness of digital communication-responsiveness.
7.3.6.5. Parallel Lines Test of Parallelism:

. Table (44) Test of parallelism for ordinal regression between the axes of ease
of digital communication and responds
Likelihood
General 31.055b 17.367c 12 .013
109
It appears from the table (44) that the value of the calculated significance level
amounted to 013.01Sig = 0, which is lower than the approved theoretical significance
level, meaning that the responses between the categories of the independent variable
were significant and statistically significant, which means that the respondents’
answers were affected by the dependent variable (communication effectiveness).
(digital response) according to the difference in the answers to the independent
variable (ease of digital communication) in a substantial and statistically significant
way.
7.3.7. The study of the ordinal regression model of the hypothesis H4-1:
The efficiency of responding to the customer digitally affects the response
(interaction) of the customer with the digital communication process with the
organization.
This hypothesis examines the effect of the independent variable (the efficiency
of responding to the customer digitally) on the dependent variable (the effectiveness
of digital communication - responsiveness). The researcher studied the hierarchical
regression model between the two variables as follows:
Table (45) The effectiveness of the hierarchical regression model between the
axes of efficiency of response and response

Likelihood
Intercept 165.721
Only
Final 44.836 120.885 4 .000
reached 885.120, compared to the significance level of Sig.=00.0, which is lower than
the theoretical significance level 0.05, which means rejecting the null hypothesis and
accepting the alternative hypothesis that the estimated ordinal regression model is
good and effective in showing The effect between the respondents' answers about the
axes of the efficiency of responding to the customer digitally and the effectiveness of
digital communication - response.

Table (46) The quality of the regression model reconciling between the axes of
response efficiency and response
Goodness-of-Fit
Chi- df Sig.
Square
110
Pearson 8.805 12 .020
Deviance 10.220 12 .049

We note from Table (46) the convergence of the values of the correlation
coefficients Pearson and Deviance (805.8 and 220.10), respectively, and the
calculated level of significance reached (50.0 > 049. (Sig = 0), which means rejecting
the null hypothesis that there is no such convergence and accepting the alternative
hypothesis, That is, we can rely on this model in interpreting changes in the variable
of the effectiveness of digital communication - response through changes in the
variable of efficiency of responding to the customer digitally and generalizing the
result to the entire research community.
7.3.7.3. Pseudo R-Square coefficient of determination

about the dependent variable (the effectiveness of digital communication -
responsiveness), which we can explain and attribute to the change in the distribution
of response rates of the same respondents about the independent variable (the
efficiency of responding to the client digitally).
between the axes of efficiency of response and response
Pseudo R-Square
Cox and .346
Snell
Nagelkerke .386
McFadden .187
Table (47) shows that the value of the corrected Nagelkerke determination
coefficient amounted to 386.0, which means that the selectivity in choosing to answer
the questions axis of the variable (the efficiency of responding to the customer
digitally) affected 6.38% in the selectivity in answering the questions of the variable
(the effectiveness of digital communication - response) Thus, 6.38% of the
respondents agreed on the importance and impact of the efficiency of responding to
the customer digitally in his response (interaction) with the digital communication
process with the organization.
111
Table (48) shows the results of the rank analysis test regarding the coefficients
(which are the aggregate ratios of the intersection of the respondents' answers)
between the digital communication effectiveness variable - responsiveness and the
categories of the independent variable (the efficiency of responding to the customer
digitally).
of response efficiency and response

categories
[M_BAR=1] cumulative proportion 1.00 1.00 1.00 1.00
According to Table (48), 30% of those who agreed on the importance of the
efficiency of responding to the customer digitally were neutral or less in the response
to the response axis (neutral, disagree, strongly disagree). Therefore, according to this
model, it is expected that 70% (complementary percentage) Those who were in
agreement with the efficiency of responding to the customer digitally agree and
strongly agree on its importance in influencing the focus of response.
7.3.7.5. Parallel Lines Test of Parallelism:

The following table (49) tests whether the difference in the respondents'
answers on the dependent variable (response) with the difference in the answers from
the independent variable (the efficiency of responding to the customer digitally),
whether this difference (the effect) is substantial or is due to errors of luck and
chance.
Table (49) Parallelism test for hierarchical regression between the axes of
response efficiency and response
Null 44.836
Hypothesis
866.405b 11.012 12 0.018
General
112
It appears from Table (49) that we reject the null hypothesis that the
differences are not significant, as the value of the calculated significance level
reached 0.018 Sig = 0.018, which is lower than the approved theoretical significance
level (0.05). Therefore, according to the estimated model, the answers showed an
acceptable differentiation, and therefore these differences can be taken into account,
which means that the respondents’ answers were affected by the dependent variable
(the effectiveness of digital communication - response) according to the difference in
answers about the independent variable (the efficiency of responding to the customer
digitally) in a real and significant way. Statistically.
7.3.8. Studying the ordinal regression model for the 1-H5 . hypothesis
The degree of diagnosis (personalization) in digital interaction affects the
customer's response (interaction) with the digital communication process with the
organization.
This hypothesis examines the impact of the independent variable (the degree
of personalization in digital interaction) on the dependent variable (the effectiveness
of electronic communication - responsiveness). The researcher studied the
hierarchical regression model between the two variables as follows:
differences in the answers to the dependent variable questions with the different
answer categories for the independent variable questions as follows:
Table (50) The effectiveness of the rank regression model between the axes of
the degree of diagnosis (personalization) and response
Intercept 70.689
Only
Final 66.175 14. 14 4 .034

Table (50) shows that the value of the Chi-Square coefficient amounted to
14.14 against a calculated significance level of Sig.=034.0, which is lower than the
significance level of 0.05, which means rejecting the null hypothesis and accepting
the alternative hypothesis that the data showed through the ordinal regression model
the ability to explain The respondents' answers about the axis of the effectiveness of
digital communication - response through their answers on the axis of the degree of
personalization in digital interaction.
113
7.3.8.2 Quality of fit of the hierarchical regression model used:
Table (51) shows the extent to which the results estimated as outputs from the
proposed hierarchical regression model are close to the actual results that will actually
happen in reality if the whole population is taken into account.
Table (51) of the quality of fit of the rank regression model between the axes
of the degree of diagnosis (personalization) and response
Goodness-of-Fit
Chi- df Sig.
Square
Pearson 28.003 12 .006
Deviance 26.895 12 .029


coefficients in the previous table (003.28 and 895.26) is evidence of the agreement
and convergence of the estimated values from the proposed regression model with the
actual values and results if the whole population was taken into account. And the
separation of the matter for the calculated level of significance (50.0 > 029. (Sig = 0),
which means rejecting the null hypothesis that there is no such convergence. That is,
we can rely on this model to explain the changes in the relationship between the two
variables (the degree of diagnosis) personalized (in digital interactions). And the
effectiveness of digital communication - responsiveness) and dissemination of the
results to the entire research community.
7.3.8.3.Pseudo R-Square Coefficient of Determination:

Table (52) shows the corrected determination coefficient (Nagelkerke), which
shows the size of the difference in the distribution of respondents' answers about the
dependent variable (the effectiveness of digital communication - responsiveness),
which we can explain and attribute to the change in the distribution of response rates
of the same respondents on the independent variable The degree of diagnosis
(personalization) in digital interaction.

between the axes of the degree of diagnosis (personalization) and response
Pseudo R-Square
Cox and . 16
Snell
Nagelkerke . 18
McFadden .17
114
It is noted from Table (52) that the value of the corrected Nagelkerke
determination coefficient amounted to only 18%, which means that the selectivity in
choosing to answer the diagnostic axis (personalization) in digital interaction has
affected by 18% in the selectivity in answering the questions of the variable (the
effectiveness of digital communication). - response.)
Thus, 18% of the respondents agreed on the importance and impact of the
degree of diagnosis (personalization) in digital interaction on the customer's response
(interaction) with the digital communication process with the organization.
7.3.8.4.Ordinal Regression Model Parameters:

of the degree of diagnosis (personalization) and response
explanatory categories predicted [Q_BAR = 1] [Q_BAR = 2] [Q_BAR = 3] [Q_BAR = 4]

[S_BAR=1] cumulative proportion 0.04 0.05 0.26 0.89
[S _BAR=5] cumulative proportion 0.22 0.27 0.73 0.98
dependent variable) and the categories of the degree of diagnosis (personalization) in
digital interaction (as an independent variable).
of personalization in digital interaction were neutral or less in answering the axis of
digital communication effectiveness - responsiveness (neutral, disagree, strongly
disagree). Therefore, according to this model, it is expected that 68% (complementary
percentage) (Possibly, they agreed with the importance of personalization in digital
interactions, they agreed and strongly agreed on its importance in influencing the
effectiveness of digital communication - responsiveness. While 26% of those who
strongly disagreed with the importance of personalization in digital interactions were
either neutral, disagree, or disagree. Strongly agree with the importance of digital
communication effectiveness - responsiveness.
7.3.8.5.Parallel Lines Test of Parallelism:

Table (54) Test of parallelism for hierarchical regression between the axes of
the degree of diagnosis (personalization) and response
115
Null 66.175
Hypothesis
22.964b 43.211 12 .000
General
It appears from Table (54) that the value of the calculated significance level
amounted to 00.0Sig = 0, which is lower than the approved theoretical significance
level, that is, that the answers distinguish between the categories of the independent
variable were significant and statistically significant, which confirms the selectivity in
the answer, which means that answers are affected Respondents about the dependent
variable (the effectiveness of digital communication - responsiveness) according to
the difference in the answers to the independent variable (the degree of diagnosis
(personalization) in digital interaction) in a substantial and statistical way.
7.3.1.6. Sixth Hypothesis Test:

H6: Respondents’ answers about research variables are affected by
demographic variables (age, gender, profession, education degree) and general
determinants of using the digital site) degree of attendance, reasons for entering the
site, preferred time to enter the site, the means of communication used, the degree of
improvement in the site since the beginning Entry).
7.3.1.6.1. First partial hypothesis test:
H6-1: Respondents’ answers about research variables are affected by
demographic variables (gender, age, occupation, education degree).
Considering the research variables are ordinal variables, the researcher relied
on the Chi-Square coefficient to test this hypothesis.
H0: Respondents' answers are not affected by demographic variables (gender,
age, occupation, degree of education) H1: Respondents' answers are affected by
demographic variables (gender, age, occupation, education degree).
Table (55) shows the values of the chi-square coefficient, which measures the
extent to which the answers are affected by each of the research variables according to
the demographic variables, as follows:
variable sex age Occupation education

degree
coefficient
coefficient
coefficient
coefficient
chi-square
chi-square
chi-square
chi-square
Indication
Indication
Indication
Indication
value
value
value
value
level
level
level
level
116
Good customer orientation 3.182 0.528 15.891 0.461 18.862 0.276 11.226 0.510
digitally
A sense of security in digital 7.473 27.961 0.032 9.862 0.874 8.202 0.769
interaction 0.113
Efficient answering to the 8.284 9.381 0.481 8.929
customer digitally 0.082 0.897 15.609 0.709
Ease of digital communication 5.271 20.669 9.704 0.882
0.261 0.192 10.369 0.584
The degree of diagnosis 7.538 20.334 0.668 7.206
(personalization) in digital 0.110 0.206 13.095 0.844
interactions
Digital Communication 2.008 16.097 0.587 24.743 0.016
Effectiveness - Acceptance 0.734 0.446 14.157
Effectiveness of electronic 2.926 13.437 0.637 14.671 0.260
communication - response 0.570 0.641 13.483
The effectiveness of electronic 0.267 14.702 0.573 13.265
communication - perseverance 0.992 0.547 14.347 0.350
Table (55) Chi-Square test for respondents' answers according to demographic
variables
Table (55) shows the chi-square values and their corresponding significance
level. We note that the significance level for most values is greater than the theoretical
significance level (0.05), and therefore we accept that there is no effect on the
respondents’ answers about most of the research axes according to demographic
variables, with the exception of the respondents’ answers about the axis of a sense of
safety in digital interactions that were affected by the age variable, where the value of
the Chi-square coefficient reached 961.27 Against a calculated significance level of
032.0, which is less than 0.05. The respondents' answers about the axis of the
effectiveness of digital communication - acceptance were also affected by the variable
of education, where the value of the Chi-square coefficient was 743.24 compared to
the significance level of 016.0, which is less than the theoretical significance level of
0.05. The impact will be analyzed as follows:
1. The effect of the respondents’ answers on the axis of the sense of safety in
digital interaction according to the age variable:
It is noticed from Table (55) that the difference in age groups affected the
respondents’ answers about the axis of sense of safety in digital interaction, as the
value of Chi-square reached 961.27, which is low, but it is statistically significant.
The calculated significance level reached 032.0, which is lower than the theoretical
significance level, which means rejecting the hypothesis The non-existence of
statistically significant differences between the respondents' answers on the axis of the
sense of safety in digital interaction, according to age groups. Table (56) shows the
distribution of answers between the sense of security in electronic dealing with age:
Table (56) Distribution of respondents' answers about the axis of the sense of
safety in digital interaction with the age variable
117
Crosstab
Age Total
less 20 30 40 50
than and and and and
20 less less less bigger
than than than
30 40 50
Strongly Count 2 1 4 0 3 10
Disagree
Feeling safe in dealing 20.0% 10.0% 40.0% 0.0% 30.0% 100.0%
% within
A sense of security in digital interactions
digital
Disagree Count 0 1 0 1 3 5
% within
digital
Neutral Count 21 26 17 24 22 110
% within
digital
Agree Count 37 22 41 19 34 153
% within
digital
Agree
% within
digital
It is noted from the previous table that the largest percentage of respondents
concentrated their answers within the category as you agree, as their number reached
153 out of 285, at a rate of 68.53%, 37 of them by 2.24% were in the age group less
than 20, 41 respondents with a rate of 8.26% were within the age group 30 and less
than 40, 22 respondents, or 4.14%, were in the age group of 20-30, 19 of them, or
4.12%, were in the age group of 40 and less than 50, and 34 respondents, or 2.22%,
were in the age group over 50.
And to show the intensity of the correlation between age groups and the axis
of a sense of safety in digital interaction, the Kramer coefficient shown in Table (57)
was extracted:
Table (57) Kramer coefficient between age groups and the axis of the sense of
safety in digital communication
Symmetric Measures
Value Approx.
Sig.
Nominal by Nominal Phi .313 .032
Cramer's V .157 .032
N of Valid Cases 285

It appears from the previous table that the value of the Kramer coefficient
amounted to 7.15%, which means that the age groups affected this percentage in the
118
difference in the respondents' answers about the axis of a sense of safety in digital
interaction.
From the computed level of significance, we note that this value is statistically
significant and has substantial significance, as it reached Sig 032.0, which is lower
than the theoretical significance level, which means rejecting the null hypothesis
which says that this coefficient is not significant and accepting the alternative
hypothesis, thus acknowledging the statistical significance of Kramer’s coefficient.
2. The effect of the respondents’ answers on the axis of the effectiveness of
digital communication - acceptance with the variable degree of education
It appears from Table (55) that the respondents’ answers on the axis of
acceptance showed statistically significant differences according to their educational
level, as the value of the corresponding significance level calculated for the chi-square
coefficient was 0.016, which is lower than the theoretical significance level, which
means rejecting the null hypothesis that there is no such Differences and acceptance
of the alternative hypothesis.
The following table shows the distribution of answers between the axis of
acceptance and educational level:
Table (55) Distribution of respondents' answers about the axis of the
effectiveness of digital communication - acceptance with the variable degree of
education
Educational Level * Effectiveness of Digital Communication -
Crosstabulation
Digital Communication Effectiveness - Acceptance Total
Strongly Disagree Neutral Agree Strongly
Disagree agree
Less than Count 0 0 18 48 4 70

high school
Education .0 .0 .3 .7 .1 1.0
level %
within
High school Count 6 0 17 34 4 61
and institute
Education level
Education .1 .0 .3 .6 .1 1.0
level %
within
college leave Count 4 1 20 32 6 63
Education .1 .0 .3 .5 .1 1.0
level %
within
Postgraduate Count 1 0 31 44 15 91
Education .0 .0 .3 .5 .2 1.0
level %
within
Total Count 11 1 86 158 29 285
Education .0 .0 .3 .6 .1 1.0
level %
within
119
We note from the table that the largest percentage of the 158 respondents
answered in agreement, 48 of them have a degree of education less than high school,
44 of them have postgraduate studies, 34 of the respondents hold a high school
diploma and institute, while 32 of them hold a university degree.
And to show the strong correlation between the degree of education and the
axis of the effectiveness of digital communication - acceptance. The Kramer
coefficient shown in Table (59) has been extracted:
Table (59) Kramer's coefficient between the axis of effectiveness of digital
communication - acceptance and degree of education
Symmetric Measures
Value Approx.
Sig.
Nominal by Nominal Phi .295 .016
Cramer's V .170 .016

It appears from the previous table that the value of the Kramer coefficient
amounted to 17%, which means that the degree of education affected this percentage
in the difference in the respondents' answers about the axis of digital access
effectiveness - acceptance.
From the computed level of significance, we note that this value is statistically
significant and significant, as it reached Sig 0.016, which is lower than the theoretical
significance level, which means rejecting the null hypothesis that this coefficient is
not significant and accepting the alternative hypothesis, thus acknowledging the
statistical significance of Kramer’s coefficient.
7.3.1.6.2. The second partial hypothesis test:

H6-2: Respondents’ answers about the research variables are affected by the
Considering the research variables are ordinal variables, the researcher relied
on the Chi-Square coefficient to test this hypothesis.
H0: The respondents' answers are not affected by the general determinants of
using the site (the degree of attendance, reasons for entering the site, the preferred
time to enter the site, the means of communication used, the degree of improvement
in the site since the first entry). H1: The respondents' answers are affected by the
120
Table (60) shows the values of the chi-square coefficient, which measures the
extent to which the answers are affected by each of the research variables according to
the general determinants of using the site (the degree of attendance, reasons for
entering the site, the preferred time to enter the site, the method of communication
used, the degree of improvement in the site since the beginning entry) as follows:
Table (60) Chi-Square test for the respondents' answers according to the
general determinants of using the site
variable degree of Reasons for Preferred The method of The degree of
perseverance entering the time to enter communication improvement in
site the site used the site since
the first entry
coefficient value
coefficient value
coefficient value
coefficient value
coefficient value
Indication level
Indication level
Indication level
Indication level
Indication level
chi-square
chi-square
chi-square
chi-square
chi-square
Good customer
orientation 22.147 0.103 14.642 0.551 14.964 0.243 10.917 0.536 1.809 0.771
digitally
A sense of security
in digital 15.156 0.513 20.849 0.184 18.540 0.100 7.272 0.839 7.865 0.097
interactions
Efficient
answering to the
12.233 0.728 13.443 0.640 10.708 0.554 8.766 0.723 1.290 0.863
customer
digitally
Ease of digital
14.008 0.598 11.782 0.759 13.150 0.358 16.195 0.182 1.515 0.824
communication
The degree of
diagnosis
13.429 0.641 14.919 0.531 19.521 0.077 8.111 0.776 6.249 0.181
(personalization) in
digital interactions
Digital
Communication
10.068 0.863 12.106 0.737 11.197 0.512 6.604 0.883 3.824 0.430
Effectiveness -
Acceptance
Digital
Communication
22.155 0.138 16.849 0.395 16.848 0.155 12.278 0.424 4.691 0.320
Effectiveness -
Responsiveness
The effectiveness
of digital
16.878 0.394 17.066 0.381 8.138 0.774 5.054 0.956 4.483 0.345
communication -
perseverance
Table (60) shows the chi-square values and their corresponding significance
level. We note that the significance level for all values is greater than the theoretical
significance level (0.05), and therefore we accept the null hypothesis that there is no
effect on the respondents’ answers about the research axes according to the general
determinants of using the site (the degree of attendance, the reasons for entering the
121
site, the preferred time to enter the site, the method of communication used, The
Research Results
The study led to the practical analysis of its data and testing of hypotheses. In
addition to the field research through personal interviews and observation of the
researcher and linking them with the theoretical study, to come up with a set of
results. These results will be presented according to two parts. The first relates to the
applied results resulting from the statistical analysis. The second is the general results
of the research related to the contributions made by digital marketing techniques in
improving the effectiveness of STC Mobily's digital communication with its
customers.
First - the statistical results of the research:
We can reach a set of results based on statistical analysis and hypothesis
testing in Chapter Seven, Section Three, as follows:
1 .There is a strong, positive and statistically significant correlation between
the good orientation towards the digital customer and his acceptance of the content of
digital communication, where the value of Spearman's correlation coefficient between
the two variables was 73.5%. The ordinal regression model between the two variables
showed that the respondents’ answers were affected by the dependent variable (the
effectiveness of digital communication - acceptance) according to the variation in the
answers about the independent variable (the good orientation towards the customer
digitally in a real and statistically significant way, and that 46% of the respondents
agreed on the importance and impact of a good orientation towards The customer
digitally accepts digital communication with the site.
2. There is a strong, positive and statistically significant correlation between
the good orientation towards the customer digitally and his response (interaction) with
the digital communication process with the organization. The value of the Spearman
correlation coefficient between the two variables was 2.71%. According to the ordinal
regression analysis, the respondents’ answers about the dependent variable (the
effectiveness of digital communication - responsiveness) were affected by the
variation in the answers about the independent variable (good orientation towards the
digital customer) in a real and statistically significant way, and 46% of the
respondents agreed on the importance and impact of good orientation For the
customer electronically in his response to the process of digital communication with
the organization.
122
3. There is a strong, positive and statistically significant correlation between
the sense of security in digital interaction and the customer's response (interaction)
with the digital communication process. The value of Spearman's correlation
coefficient was 1.75%.
The rank regression analysis between the two variables also showed that the
respondents’ answers about the dependent variable (the effectiveness of digital
communication - responsiveness) were affected by the variation in the answers about
the independent variable (the sense of safety in digital interaction) in a real and
statistically significant way, as 46% of the respondents agreed on the importance and
impact of A sense of security in digital interaction on the customer's response
.(interaction) with the digital communication process
4. There is no real, statistically significant relationship between the sense of
security in digital interaction and the customer's persistence in digital communication.
5. There is a weak, but statistically significant, positive correlation between the
ease of digital communication and the customer's response to the digital communication
process. The value of the Spearman correlation coefficient was only 4.23%. According
to the studied ordinal regression model between the two variables, it was found that the
respondents’ answers were affected by the dependent variable (the effectiveness of
digital communication - responsiveness) according to the variation in the answers about
the independent variable (the ease of digital communication) in a real and statistically
significant way, and 7.29% of the respondents agreed on the importance and impact of
ease Digital communication in the customer's response (interaction) with the process of
digital communication with the organization.
6 .There is no real, statistically significant relationship between the ease of
digital communication and the customer's persistence in digital communication.
7. There is a positive and statistically significant correlation between the
efficiency of responding to the customer on paper and his response to the digital
communication process. The value of Spearman's correlation coefficient between
response efficiency and customer response to digital communication was 1.41%. The
rank regression analysis between the two variables also showed that the respondents’
answers about the dependent variable (the effectiveness of digital communication -
responsiveness) were affected by the variation in the answers about the independent
variable (the efficiency of responding to the customer digitally) in a real and statistical
way, as 6.38% of the respondents agreed on the importance and impact of The
efficiency of responding to the customer digitally on the customer's response
(interaction) with the digital communication process.
8 .There is no real, statistically significant relationship between the efficiency
of responding to the customer digitally and his persistence in digital communication.
9 .There is a weak, but statistically significant, positive correlation between
the degree of diagnosis (personalization) in digital interaction and the customer's
response to the digital communication process. As a result of studying the rank
regression between the two variables, it was found that the respondents’ answers were
affected by the dependent variable (the effectiveness of digital communication -
123
responsiveness) according to the variation in the answers about the independent
variable (the degree of diagnosis (personalization) in digital interaction) in a real and
statistically significant way, and 18% of the respondents agreed On the importance
and impact of the degree of diagnosis (personalization) in digital interaction on the
customer's response (interaction) with the digital communication process with the
organization.
10 .There is no real, statistically significant relationship between the degree of
diagnosis (personalization) in digital interactions and the customer's persistence in
digital communication.
11 .Respondents' answers about the axis of a sense of safety in digital
interaction were affected by different age groups, where the value of the Kramer
coefficient reached 7.15%, which means that age groups affected this percentage in
the difference in respondents' answers about the axis of feeling safe in digital
interaction.
12. The degree of education affects the respondents' answers about the axis of
digital communication - acceptance, and the value of the Kramer coefficient is 17%,
which means that the degree of education has affected this percentage in the difference
in the respondents' answers on the axis of effectiveness of digital access - acceptance.
Secondly, the general results of the research:

The previous statistical results, and the analysis process for the STC Mobily
website, and linking them with the theoretical framework and previous studies related
to the topic of the research, lead to a set of general results that can be considered as the
contributions provided by digital marketing techniques to improve the effectiveness of
digital communication with the customer, and thus the researcher has linked Among
the research problem, hypotheses and statistical results as follows:
1 .The customer’s acceptance of the digital communication client is affected
by the efforts made by the organization to move well towards the customer on its
digital site, such as the good design of the site and its pages, the attractiveness of its
colors, graphics and images, and the content coordination in a way that provides ease
of movement between pages, clarity of links, and availability of software and tools to
do so.
2 .The customer’s response to the digital communication process with the
organization is the result of a number of factors, including:
•All actions directed by the organization towards the client related to the
graphic design and coordination of the content of the digital site.
•The customer's sense of security in digital dealings, mainly due to his trust in
the organization's website, the privacy policy and the protection measures that it
follows to preserve his personal data.
124
• The efficiency of responding to the customer's answers and inquiries on the
digital website, which translates from the customer's point of view by obtaining useful,
quick and clear answers.
•Ease of communication with the digital site at any time and in more than one
way.
•The degree of personalization adopted by the organization in its digital
communication with the customer.
3 .STC Mobily lacks many tools and software that play a role in activating its
digital website and applying digital marketing techniques in the process of
communicating with customers. The most important of these tools and software are:
Customer database, without which the company remains in a state of
remoteness and lack of knowledge of its customers, their characteristics, and
behaviors.
Statistical tools on the site that count the number of visitors, the average time
spent by the visitor in each visit to the site, or the average number of clicks he makes
in each entry ... etc., and these statistics would provide important indications that the
site management can benefit from in the future development of the site.
4 .The Saudi Telecom Company Mobily owning the digital website and
providing it with tools and software for marketing and digital communication with
customers did not achieve the desired goal of the website, due to the lack of a
marketing culture and trained and marketing qualified human cadres to direct these
tools and software towards achieving the marketing goal at this stage, as a result of
the reasons next:
Stagnation and slow updating of the STC Mobily website.
The lack of information that is important for a service-oriented company on
the digital website, such as: package prices, features, .... etc., which makes the
customer obliged to visit one of the company's branches.
Low efficiency of responding to customer inquiries digitally, and most of the
time they are ignored.
5. The points mentioned in points 3 and 4 were important reasons for the
decrease in customer attendance on the site, and this was translated by the respondents’
answers in the statistical analysis, as no correlation of any of the independent variables
studied by the researcher with the effectiveness of digital communication -
perseverance as a dependent variable appeared.
125
Suggestions and recommendations
Depending on the results of the research, the researcher can present a set of
suggestions and recommendations in order to activate the digital communication
between the Saudi Telecom Company Mobily and its total digital customers. It can be
categorized as follows:
Suggestion one: Pay attention to the formal design and content of the digital website:
The body responsible for implementation: Managing the digital website in
coordination with the rest of the company’s departments
Required operational actions:
1 .Paying attention to the formal design of the site, with attention that the
design process is indicated according to collected data about customers and their
tastes, to ensure the process of attracting the customer to enter the site and spend as
much time as possible on its pages.
2 .Attention to the good coordination of the content of the site, through the
availability and completeness of the information that the client needs about all the
company's services, contact data, the most frequently asked questions and others.
3 .Focus on updating this information on a continuous basis.
4 .Provide all the tools and software that accompany the client and provide
ease during the process of navigating the pages of the site (Shopping cart, contacting
the site administration, back to main ... etc.).
The second proposal: Improving procedures for building confidence and a sense of
security on the digital website:
The body responsible for implementation: the administration of the digital
website
Paying attention to the means of digital protection on the digital website, and
working to clarify these means in the event that certain steps are required by the client
that contribute to improving their effectiveness.
It is necessary to announce all approved means of protection on the site, so
that the client sees it and makes sure that the site is safe against viruses, hacks and
data theft.
With regard to the privacy component, it is a good idea to present documents
related to the issue of privacy and how the site deals with customer data, the parties
authorized to view it...etc. Especially since the site deals with various account
numbers and personal data, which may increase the customer's fear of providing
them.
126
The third suggestion: improve the efficiency of the response to the customer and the
communication process:
Responsible for implementing: Digital website management.
Availability of well-trained and qualified human cadres in the process of
communicating with the client on the one hand, and sufficiently familiar with the
company's services and offers, so that they can provide useful and professional
answers to clients' questions. Providing various means of communication in front of
the client (phone number, e-mail, conversations, etc.).
Fourth suggestion: Achieving personalization in digital communication with the

customer:
The body responsible for implementation: Managing the digital website in
coordination with the various departments and sections.
Providing a data bank that enables the company to store customer data, and
then analyze it by means of marketing information systems and sub-systems such as
analysis supporting marketing decisions and others, which process data and transform
it into useful information for decision makers that help in the proper orientation of
their marketing decisions, adding a kind of unilateralism and personalization in the
process Communicate with the customer and request marketing offers based on
qualitative information about the preferences and desires of customers.
Fifth suggestion: Activate the customer's perseverance to communicate with the

digital website:
Responsible for implementing: Managing the digital website with the
Marketing Department
Although there is no statistically significant relationship between the
independent variables and the customer’s persistence in communicating digitally, the
researcher recommends: Not to ignore the importance of these variables, and to pay
attention to all marketing procedures and practices directed towards the customer in
the stages of acceptance and response, because access to perseverance passes first
through acceptance of communication, and from Then you respond to him.
Suggestion 6: Free place for customer comments on the digital website:

Responsible for implementing: Managing the digital website with the
Marketing Department
127
Providing a place on the digital site Customers can leave their comments,
feedback and feedback about the site, the organization, its offerings, and services.
These reviews and left comments offer two benefits:
The first: Informing new clients of the opinions of the experienced clients who
preceded them in dealing with the organization and the site, and forming a positive
impression in the event that the opinions left carry praise for the site and the
organization.
Second: Informing the site management about the aspects of complaints and
negative opinions from customers about the site and the organization, allowing it to
avoid the deficiencies and shortcomings when planning its next marketing actions (a
feedback feed to the opinions of customers).
Seventh Suggestion: Building a unique communication with the most

important customers for the company
The body responsible for implementation: Marketing Department in
coordination with the Department of the Digital Site and all contacts
The researcher recommends focusing on building distinctive communication
with the most important customers of the organization, and this in turn requires:
1 .The organization owns databases about its clients, and works to update it on
an ongoing basis, and the data bank mentioned in the second proposal can be relied
upon.
2 .Segmentation of customers according to criteria proposed by the Marketing
Department to determine the most important category of customers.
3 .Establishing a unique relationship characterized by privacy and
personalization with the most important distinguished customer for the company.
These procedures contribute to raising the rates of loyalty of distinguished
customers (V. I. P) for the company and thus:
•Take advantage of a competitive advantage by not leaking it to customers.
•Raising the organization's sales number according to the marketing studies
that confirm that the loyal customer buys more.
• Reducing costs as a result of focusing marketing efforts on a specific
category of customers.
128
The eighth proposal: achieving integration in the communication of the company's
departments with the customer (traditionally and digitally):
The body responsible for implementation: the general management of the
company
1 .Providing effective internal communication between the various
departments and parts of STC Mobily.
2 .Work to spread a general marketing culture in all departments and in all
elements.
3. Achieving the sharing of customer information among all these elements.
These procedures contribute to creating a unified vision and a collective view
of the customer, which helps in improving harmony and coordination between the
various departments of the company. Where the customer becomes the focus of all the
actions and activities of the departments, each according to his role in the process of
manufacturing and providing the service to reach the level of satisfaction required
from the service provided. The customer not only buys the communication service,
but buys all the things and factors related to the service during and after its
consumption, which contribute to giving him a feeling of happiness and general
satisfaction. The offered service.
The ninth suggestion: measuring the stage of the digital customer's communication
with the site:
Responsible for implementing: Digital website management
1 .The management of the digital site owns a set of statistical tools and
programs that allow measuring the customer's communication with the site and
activating them on the site.
2 .Determining the stage reached by the customer by communicating with the
digital website / accept, respond, persevere /, based on the measurement results.
3 .Determining the most efficient and effective marketing actions and
directions (techniques), which are commensurate with the nature of the stage reached
by the customer.
The researcher can suggest a set of metrics to determine the degree of
customer communication with the digital website, as follows:
• The time period between the last two accesses to the site by the client.
• Average number of (mouse) clicks per entry.
• The volume of data provided by the client.
• Average number of messages sent (monthly or yearly).
• The average amount of time a customer spends on the site per entry.
• Average number of entries (monthly or annually).
129
The researcher can point out the most important difficulties facing the
practical application of this proposal, as follows:
1 .The customer’s entry from several different devices or portals, which makes
it more difficult to identify him automatically, and this can be avoided by providing
software on the site that requires the customer to identify himself in each entry and
provide him with a special password, and this in turn requires the customer’s
commitment to identify himself and enter private password.
2 .Availability of a trained human cadre equipped with technical skills that can
handle the tools and programs of the digital site professionally, and administrative and
marketing skills that give him the ability to communicate efficiently with the client.
3 .The existence of a customer data bank, the necessity of sharing customer
information among all the elements responsible for the process of communicating
with him (traditional and digital), and identifying the persons authorized to enter and
modify data.
4. Continuing to monitor the client's movements, and providing effective
internal communication that allows a fast and accurate flow of reports on the client's
communicative status with the site, and their arrival to decision makers in a timely
manner.
130
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135
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Research Appendixes
1. Annex No. (1) is a copy of the questionnaire, in its initial form, addressed
to the arbitrators.
His Excellency Dr: ..............................
I am attaching to your Excellency a copy of the questionnaire that I would like to
distribute to the customers of the digital website of the Saudi Mobily Telecom
Company, as part of the field study in the doctoral thesis.
Thanks for your cooperation,
Researcher: Aziz Al-Arifi
Dear Sir/Madam, who deals with the Saudi Mobily Telecom Company,
Greetings,
This questionnaire is for the purpose of scientific research, as it is submitted
under the supervision of the European International University - College of Business
Administration.
Within the framework of a scientific research entitled:
The impact of digital marketing on consumer behavior (in terms of
satisfaction) in the telecommunications sector in KSA (Al. Hasa City).
Your cooperation with us in answering the questions contained in this
questionnaire will have a great impact on the success of this study. We assure that all
your answers will be treated with confidentiality and scientific integrity. You are not
required to provide your name or address.
Thank you very much for your cooperation.
1.1. Part one: demographic information

Please tick the field corresponding to your answer:
141
If the answer is yes to question No. 5, please continue with the remaining parts
of the questionnaire, with many thanks.
1.2. Part Two: General Determinants of Using a Digital Website
1 Sex Male Female

2 Age Less than 20 From 20 - 30 From 30 - 40 From 40 - 50 Above 50
I work in the public I work in the private sector Student Free I do not
3 Occupation sector
business work
Less than a a Postgraduate

bachelor's College
4 Educational level bachelor's degree leave
degree
5 Have you ever browsed the Saudi Mobily Telecom website? Yes No
6. Please indicate the degree of regularity in using the company's digital
website:
Low Accepted Good Very good Excellent
(Less than once) (Once or twice) (2 - 5 times) per (6 - 01 times) per (More than 01
per month per month month month times) per month
7. One of the reasons for entering the company's digital website:
Make a
Follow up comparison
Inquiries
on between the All the Other reasons: Please list them
about
company company's previous ……………………………………………………………………
specific
news in offers and reasons ………………………………………………………………………
matters
general other
companies
8. Preferred time to access the site during the day:

AM Official working hours pm There is no set time
9. Preferred communication method (most used) to communicate with the

site:
From my mobile From my PC From the work computer There is no preferred method
10. Is there an improvement in the site since the first time you entered it:
▪ Yes ▪ NO
142
1.3. Please tick (✔) the option appropriate to the degree of your
acceptance of each of the following statements regarding your
use of the Mobily Saudi Telecom Company digital website:
1.3.1. The first axis: (Good orientation towards the digital
customer):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
When I enter the company's digital
Agree
know)
website, I am concerned Arbitrator's Notes
that
The website pages are arranged in

11 a clear way to me
There is consistency between colors,
12 graphics, and shapes, which is
comfortable for me on the site
There is ease in the process of
13 navigating the pages of the digital
website
The digital website provides all the
14 information I need about the company's
services
Tools are available for me to
15 navigate between the pages of the
site
There are help instructions to go
16 about what I want on the site
1.3.2. The second axis: (feeling safe in digital interactions):

phrases
neutral (I don't know)
Strongly Disagree
Strongly Agree
I consider the following matters

Question No
not agree
Agree
important from my point of view Arbitrator's Notes
when dealing with the company's

website
17 The site should be a safe place from
viruses
143
18 Feeling safe from any risks (such as
hacking attempts or hacking) when
browsing the pages of the site
19 Keeping my personal data well
20 The website provides all means to

prevent the theft of my personal data
21 The website applies all accepted
rules to maintain the privacy of my
personal data
1.3.3. The third axis: (the efficiency of responding to the

customer digitally):
phrases Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
When I inquire about a specific topic though the
Agree
know)
Arbitrator's Notes
company's website, I am interested in each of
the following points
22 A quick response to my inquiries
23 Get a direct answer when you inquire about a

specific topic
24 That the answer I get from the site
management is detailed and sufficient for
what I want
25 The answer that I get from the site
administration should be accompanied by
clarifications (graphs, photos, videos, etc.)
26 That the answer is understandable (simple
and uncomplicated to me)
1.3.4. The Fourth Axis: (Ease of digital communication):

phrases
Strongly Disagree
Strongly Agree
Question No
not agree
When communicating with the company's

Agree
Arbitrator's
website, I am interested in Notes
27 There is more than one way to contact the

site
144
The ability to contact the site at any time
28
Ease of communication with the parties
29 you need on the website
The cost of connecting to the website
30 must be acceptable (low or at the
expense of the website)
To be asked about my preferred method of
31 communication
1.3.5. The Fifth Axis: (The degree of personalization in digital

communication):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
I consider the following matters important
Agree
know)
Arbitrator's
from my point of view when Notes
communicating with the company's
website
32 To be addressed in a personal capacity (by
my name, title, or any capacity that
indicates that the personal site
administration knows me)
33 That the content of the offer directed to me is
compatible with my needs (through my
purchasing history and my previously stated
desires)
34 That the content of the e-mail addressed to
me is interesting (i.e., related to my interests
and the type of services and offers that I would
like to receive)
35 To communicate through a preferred method
of communication for me personally.
36 To receive answers directed to me personally
(considering my profession, age, tendencies,
etc.)
145
1.3.6. The Sixth Axis: (The Effectiveness of Digital
Communication - Acceptance):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
Agree
know)
Arbitrator's
Notes
37 Always pay attention to everything new that

appears on the digital website about the
company and its services
38 Interested in searching for everything new
related to the company's services through its
website
39 Interested in finding out more details about
the organization (or one of its services) on
the website
40 I am trying to inquire from the site
administration when I am interested in a new
service that has been announced on the
digital site
1.3.7. The Seventh: (Digital Communication Effectiveness -

Response):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
Agree
know)
Arbitrator's Notes
41 Give accurate personal information on the

company's website without fear
42 Please provide all required personal data on
the company's website
43 I provide correct information about myself
on the company's website
44 I do not hesitate to give my feedback when
something goes wrong (or I am not satisfied
with a particular topic)
146
1.3.8. The eighth axis: (the effectiveness of digital
communication - perseverance):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
Agree
know)
Arbitrator's Notes
45 I will inform the site of any updates

regarding my personal data (such as a
change of residence, phone number,
etc.)
46 Repeat contacting the site if I do not get
enough answers on a particular topic
47 I respond directly when you request
certain information from me
48 Feel comfortable in the process of
digital communication with the
management of the company's website
2. Annex No. (2) List of arbitrators on the questionnaire.

Dr. Hesham Safwat, Ph.D.
3. Annex No. (3) The final image of the questionnaire.
Dear Sir/Madam, who deals with the Saudi Mobily Telecom Company,
Greetings,
This questionnaire is for the purpose of scientific research, as it is submitted
under the supervision of the European International University - College of Business
Administration.
Within the framework of a scientific research entitled:
The impact of digital marketing on consumer behavior (in terms of
satisfaction) in the telecommunications sector in KSA (Al. Hasa City).
Your cooperation with us in answering the questions contained in this
questionnaire will have a great impact on the success of this study. We assure that all
your answers will be treated with confidentiality and scientific integrity. You are not
required to provide your name or address.
147
Thank you very much for your cooperation.
1 Sex Male Female

2 Age Less than 20 From 20 - 30 From 30 - 40 From 40 - 50 Above 50
I work in the public I work in the private sector Student Free I do not
3 Occupation sector
business work
Less than a a Postgraduate

bachelor's College
4 Educational level bachelor's degree leave
degree
5 Have you ever browsed the Saudi Mobily Telecom website? Yes No

If the answer is yes to question No. 5, please continue with the remaining parts
of the questionnaire, with many thanks.
3.3. Part Two: General Determinants of Using a Digital Website

11. Please indicate the degree of regularity in using the company's digital
website:
Low Accepted Good Very good Excellent
(Less than once) (Once or twice) (2 - 5 times) per (6 - 01 times) per (More than 01
per month per month month month times) per month
12. One of the reasons for entering the company's digital website:
Follow up Inquiries Make a

All the Other reasons: Please list them
on about comparison
previous ……………………………………………………………………
company specific between the
reasons ………………………………………………………………………
news in matters company's
general offers and
148
other
companies
13. Preferred time to access the site during the day:

AM Official working hours pm There is no set time
14. Preferred communication method (most used) to communicate with the

site:
From my mobile From my PC From the work computer There is no preferred method
15. Is there an improvement in the site since the first time you entered it:
▪ Yes ▪ NO
3.4. Please tick (✔) the option appropriate to the degree of your
acceptance of each of the following statements regarding your
use of the Mobily Saudi Telecom Company digital website:
3.4.1. The first axis: (Good orientation towards the digital
customer):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
When I enter the company's digital

Agree
know)
website, I am concerned
that
The website pages are arranged in

11 a clear way to me
There is consistency between colors,
12 graphics, and shapes, which is
comfortable for me on the site
There is ease in the process of
13 navigating the pages of the digital
website
The digital website provides all the
14 information I need about the company's
services
Tools are available for me to
15 navigate between the pages of the
site
There are help instructions to go
16 about what I want on the site
149
3.4.2. The second axis: (feeling safe in digital interactions):
phrases

Strongly Disagree
Strongly Agree
I consider the following matters
Question No
not agree
Agree
important from my point of view
when dealing with the company's
website
17 The site should be a safe place from
viruses
18 Feeling safe from any risks (such as
hacking attempts or hacking) when
browsing the pages of the site
19 Keeping my personal data well
20 The website provides all means to

prevent the theft of my personal data
21 The website applies all accepted
rules to maintain the privacy of my
personal data
3.4.3. The third axis: (the efficiency of responding to the

customer digitally):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
When I inquire about a specific topic though the

Agree
know)
company's website, I am interested in each of

the following points
22 A quick response to my inquiries
23 Get a direct answer when you inquire about a

specific topic
24 That the answer I get from the site
management is detailed and sufficient for
what I want
25 The answer that I get from the site
administration should be accompanied by
clarifications (graphs, photos, videos, etc.)
26 That the answer is understandable (simple
and uncomplicated to me)
150
3.4.4. The Fourth Axis: (Ease of digital communication):
phrases

Strongly Disagree
Strongly Agree
Question No
not agree
When communicating with the company's
Agree
website, I am interested in
27 There is more than one way to contact the

site
The ability to contact the site at any time
28
Ease of communication with the parties
29 you need on the website
The cost of connecting to the website
30 must be acceptable (low or at the
expense of the website)
To be asked about my preferred method of
31 communication
3.4.5. The Fifth Axis: (The degree of personalization in digital

communication):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
I consider the following matters important

Agree
know)

communicating with the company's
website
32 To be addressed in a personal capacity (by
my name, title, or any capacity that
indicates that the personal site
administration knows me)
33 That the content of the offer directed to me is
compatible with my needs (through my
purchasing history and my previously stated
desires)
34 That the content of the e-mail addressed to
me is interesting (i.e., related to my interests
and the type of services and offers that I would
like to receive)
151
35 To communicate through a preferred method
of communication for me personally.
36 To receive answers directed to me personally
(considering my profession, age, tendencies,
etc.)
3.4.6. The Sixth Axis: (The Effectiveness of Digital

Communication - Acceptance):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
Agree
know)
37 Always pay attention to everything new that
appears on the digital website about the
company and its services
38 Interested in searching for everything new
related to the company's services through its
website
39 Interested in finding out more details about
the organization (or one of its services) on
the website
40 I am trying to inquire from the site
administration when I am interested in a new
service that has been announced on the
digital site
3.4.7. The Seventh: (Digital Communication Effectiveness -

Response):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
Agree
know)
41 Give accurate personal information on the

company's website without fear
42 Please provide all required personal data on
the company's website
43 I provide correct information about myself
on the company's website
152
44 I do not hesitate to give my feedback when
something goes wrong (or I am not satisfied
with a particular topic)
3.4.8. The eighth axis: (the effectiveness of digital

communication - perseverance):
phrases
Strongly Disagree
Strongly Agree
neutral (I don't
Question No
not agree
Agree
know)
45 I will inform the site of any updates
regarding my personal data (such as a
change of residence, phone number,
etc.)
46 Repeat contacting the site if I do not get
enough answers on a particular topic
47 I respond directly when you request
certain information from me
48 Feel comfortable in the process of
digital communication with the
management of the company's website
4. Annex No. (4): Statistical analysis tables using SPSS 21 program.
Good customer orientation digitally
Cumulative
Frequency Percent Valid Percent Percent
Valid
Strongly Disagree 12 4.2 4.2 4.2
not agree 2 .7 .7 4.9
I don't know 76 26.7 26.7 31.6
Agree 184 64.6 64.6 96.1
Strongly Agree 11 3.9 3.9 100.0
Total 285 100.0 100.0
153
sense of security in digital interactions
Cumulative
Valid 10 3.5
Strongly Disagree 3.5 3.5
not agree 5 1.8 1.8 5.3
I don't know 110 38.6 38.6 43.9
Agree 153 53.7 53.7 97.5
Total 285 100.0 100.0
Efficiency to respond to the customer digitally
Cumulative
Valid Strongly Disagree 13 4.6 4.6 4.6
not agree 7 2.5 2.5 7.0
I don't know 100 35.1 35.1 42.1
Agree 151 53.0 53.0 95.1
Total 285 100.0 100.0
Ease of digital communication
Cumulative
Valid
not agree 1 .4 .4 4.6
I don't know 100 35.1 35.1 39.6
Agree 161 56.5 56.5 96.1
Strongly Agree
11 3.9 3.9 100.0
Total
285 100.0 100.0
154
The degree of personalization in digital communication
Cumulative
Valid
not agree 3 1.1 1.1 4.6
I don't know
112 39.3 39.3 43.9
Agree
152 53.3 53.3 97.2
Strongly Agree
100.0
8 2.8 2.8
Total
285 100.0 100.0
Digital Communication Effectiveness - Acceptance
Cumulative
Valid
not agree 1 .4 .4 4.2
I don't know 86 30.2 30.2 34.4
Agree 158 55.4 55.4 89.8
Strongly Agree 29 10.2 10.2 100.0
Total 285 100.0 100.0
Digital Communication Effectiveness - Responsiveness
Cumulative
Valid
Strongly Disagree 19 6.7
6.7 6.7
not agree 3 1.1
1.1 7.7
I don't know 89 31.2
31.2 38.9
Agree 151 53.0 53.0 91.9
155
Total 285 100.0 100.0
Digital Communication Effectiveness - Perseverance
Cumulative
Valid
not agree 4 1.4 1.4 6.7
I don't know 79 27.7 27.7 34.4
Agree 165 57.9 57.9 92.3
Total 285 100.0 100.0
Statistics
Efficiency
Good sense of to The degree of Digital Digital Digital
customer security in respond Ease of digital personalization Communication Communication Communication
orientation digital to the communication in digital Effectiveness - Effectiveness - Effectiveness -
digitally interactions customer communication Acceptance Responsiveness Perseverance
digitally
N Valid 285 285 285 285 285 285 285 285
Missing 0 0 0 0 0 0 0 0
Mean 3.63 3.50 3.51 3.55 3.51 3.68 3.55 3.61
Std. .761 .739 .821 .765 .735 .814 .913 .859

Deviation
Test Value = 3
95% Confidence Interval of the

Difference
Mean
t df Sig. (1-tailed) Difference Lower Upper
Good customer orientation 14.017 284 .000 .632 .54 .72
digitally
sense of security in digital 11.377 284 .000 .498 .41 .58
interactions
Efficiency to respond to the 10.540 284 .000 .512 .42 .61
customer digitally
156
Ease of digital communication 12.227 284 .000 .554 .47 .64
The degree of personalization 11.693 284 .000 .509 .42 .59

in digital
communication
Digital Communication 14.040 284 .000 .677 .58 .77
Effectiveness - Acceptance
Effectiveness - Responsiveness
Effectiveness - Perseverance
Correlations
Efficiency
Good sense of to The degree of Digital Digital Digital
customer security in respond Ease of digital personalization Communication Communication Communication
orientation digital to the communication in digital Effectiveness – Effectiveness – Effectiveness -
digitally interactions customer N communication Acceptance Responsiveness Perseverance
X Y digitally S W Q R
M
Good customer
orientation digitally Correlation
1 0.118 0.158 0.129 0.124 0.537 0. 712 -0.016
Coefficient
X
Sig. (2-
. 0.047 0.008 0.03 0.037 0.400 0.033 0.787
tailed)
sense of security in
digital interactions
Correlation
0.118 1 0.141 0.027 0.12 0.1 0.551 0.023
Coefficient
Y
Efficiency to respond Sig. (2- 0.047 . 0.018 0.647 0.042 0.091 0.011 0.695
to the customer tailed)
digitally
Correlation
0.158 0.141 1 0.217 0.21 0.134 0.411 0.071
M Coefficient
Sig. (2- 0.008 0.018 . 0 0 0.024 0 0.229
Ease of digital
tailed)
communication
Correlation
N 0.129 0.027 0.217 1 0.114 0.056 0.234 -0.028
Coefficient
The degree of Sig. (2- 0.03 0.647 0 . 0.054 0.349 0 0.641

personalization in tailed)
digital
communication Correlation
0.124 0.12 0.21 0.114 1 0.19 0.225 0.008
Coefficient
S
Spe Sig. (2- 0.037 0.042 0 0.054 . 0.001 0 0.892
arm tailed)
an's
rho
Digital Correlation 0.735 0.1 0.134 0.056 0.19 1 0.11 0.125
Communication Coefficient
Effectiveness –
Acceptance
Sig. (2-
W tailed)
0.044 0.091 0.024 0.349 0.001 . 0.064 0.035
157
Digital Correlation 0. 712 0.551 0.411 0.234 0.225 0.11 1 0.149
Effectiveness –
Responsiveness
Sig. (2- 0.033 0.411 0 0 0 0.064 . 0.012
Q tailed)
Digital Correlation 0.585 0.023 0.071 -0.028 0.008 0.125 0.149 1

Effectiveness -
Perseverance
R Sig. (2- 0.423 0.695 0.229 0.641 0.892 0.035 0.012 .
tailed)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure .769

of Sampling Adequacy.
Sig. .000
1. Good customer orientation digitally:

1.1. Good customer orientation online with a gender variable:
Chi-Square Tests
Value Asymp. Sig. (2-sided)
Pearson Chi-Square 3.182 .528
Likelihood Ratio 3.949 .413
Linear-by-Linear Association .442 .506

1.2.Good guidance for the customer digitally with age:

Chi-Square Tests
Linear-by-Linear Association
.044 .835
N of Valid Cases
285
158
1.3.Good guidance to the customer digitally with profession:
Chi-Square Tests
1.117
N of Valid Cases .291
285
1.4.Good Customer Orientation Digitally With Education Level:

Chi-Square Tests

Pearson Chi-Square
11.226a .510

1.5.Good digital customer orientation with degree of perseverance:

Chi-Square Tests


Linear-by-Linear Association 4.732 .030
1.6.Good customer orientation digitally with the reasons for entering the site:
Chi-Square Tests

.353
159
N of Valid Cases .861
285
1.7.Good Customer Orientation and Preferred Time to Entry:

Chi-Square Tests
14.964 .243
Pearson Chi-Square
13.801 .314
Likelihood Ratio
1.8.Good customer orientation and preferred means of communication:

Chi-Square Tests


1.9.Good customer orientation and the degree of improvement on site since

the first entry:
Chi-Square Tests

Pearson Chi-Square
1.809 .771

160
2. A sense of security in digital interaction:
2.1.A sense of safety in digital interactions with gender:
Chi-Square Tests

Pearson Chi-Square 7.473a .113

2.2.A sense of security in digital interaction with age:

Chi-Square Tests


Crosstab
Age
Less
than 20 To 30 To 40 To 50 And
20 30 40 50 over Total
Disagree
A sense of security in digital interactions
A sense of security in digital 20.0% 10.0% 40.0% 0.0% 30.0% 100.0%

interactions % within
Disagree Count 0 1 0 1 3 5
I don't know Count 21 26 17 24 22 110
Agree Count 37 22 41 19 34 153
Agree
Symmetric Measures
Value Approx. Sig.

Phi
.313 .032
161
Nominal by Nominal Cramer's V
.157 .032
N of Valid Cases
285
2.3.Feeling safe with the profession:

Chi-Square Tests


Linear-by-Linear
Association 1.431 .232
2.4.Feeling of safety with the educational level:

Chi-Square Tests

8.213 .768
Likelihood Ratio
sociation
.003 .956
Linear-by-Linear As
2.5.A sense of security with the degree of perseverance:

Chi-Square Tests

162
2.6.A sense of security in digital interaction with the reasons for entering the
site:
Chi-Square Tests
20.849 .184
Pearson Chi-Square
22.165 .138
Likelihood Ratio
2.7.Feeling of safety with the reasons for entering the site:

Chi-Square Tests


2.8.Feeling safe with the preferred means of communication:

Chi-Square Tests


2.9.Feeling safe with the site improvement from the first time:
Chi-Square Tests


.548
N of Valid Cases
.361
285
163
3. Efficiency of responding to the customer digitally:
3.1. Efficiency with Gender:
Chi-Square Tests


3.2.Efficiency with age:

Chi-Square Tests

Pearson Chi-Square
9.381 .897

3.3.Efficiency with profession:

Chi-Square Tests


3.4.Efficiency with educational level:

Chi-Square Tests

Pearson Chi-Square
8.929 .709

164
3.5.Efficiency with degree of perseverance:
Chi-Square Tests


3.6.Efficiency with the reasons for entering the site:

Chi-Square Tests


3.7.Efficiency with preferred time to enter the site:

Chi-Square Tests

2.630 .105
3.8.Efficiency with preferred means of communication:

Chi-Square Tests


165
3.9.Efficiency with improvement:
Chi-Square Tests

Pearson Chi-Square
1.290 .863

4. Ease of digital communication:

4.1.Ease of contact with gender:
Chi-Square Tests


4.2.Ease of connection with age:

Chi-Square Tests

Pearson Chi-Square
20.669 .192

4.3.Ease of contact with the profession:

Chi-Square Tests

Pearson Chi-Square
9.704 .882
Likelihood Ratio
8.559 .930
166
4.4.Ease of communication with educational level:
Chi-Square Tests


4.5.Ease of communication with degree of perseverance:

Chi-Square Tests

1.147 .284
4.6.Ease of communication with the reasons for entering the site:

Chi-Square Tests


4.7.Easy contact with preferred time of entry:

Chi-Square Tests

Pearson Chi-Square .358
13.150

167
4.8.Ease of communication with your preferred means of communication:
Chi-Square Tests


4.9.Ease of communication with on-site optimization:

Chi-Square Tests


5. Degree of personalization:
5.1.Personalization and gender:
Chi-Square Tests

Pearson Chi-Square
7.538 .110

285
N of Valid Cases
5.2.Personalization and age:

Chi-Square Tests


168
5.3.Personalization and profession:
Chi-Square Tests

Pearson Chi-Square
13.059 .668

5.4.Personalization and educational level:

Chi-Square Tests


5.5.Personalization and perseverance:

Chi-Square Tests


5.6.Personalization and reasons for entering the site:

Chi-Square Tests
14.919 .531
Pearson Chi-Square
17.387 .361
Likelihood Ratio
.244 .621
169
5.7.Personalization and preferred time to enter the site:
Chi-Square Tests


5.8.Personalization and the most commonly used means of communication:

Chi-Square Tests

Pearson Chi-Square
8.111 .776

5.9.Personalization and site optimization:

Chi-Square Tests


6. Acceptance:
6.1.Acceptance and gender:
Chi-Square Tests


170
6.2.Acceptance and age:
Chi-Square Tests
16.097 .446
Pearson Chi-Square
15.925 .458
Likelihood Ratio
.305 .581
6.3.Acceptance and profession:

Chi-Square Tests


6.4.Acceptance and educational level:

Chi-Square Tests


Educational level (Digital Communication Effectiveness - Acceptance)
Digital Communication Effectiveness -

Acceptance
Strongly I
Disagree don't Strongly
Disagree Know Agree Agree Total
Educational Less than Count 0 0 18 48 4 70
level high school .3 .7
.0 .0 .1 1.0
Educational
level %
within
High School Count 6 0 17 34 4 61
171
.1 .0 .3 .6 .1 1.0
Educational
level %
within
College Count 4 1 20 32 6 63
leave
.1 .0 .3 .5 .1 1.0
Educational
level %
within
Postgraduate Count 1 0 31 44 15 91
.0 .0 .3 .5 .2 1.0
Educational
level %
within
Total Count 11 1 86 158 29 285
.0 .0 .3 .6 .1 1.0
Educational
level %
within
Symmetric Measures
Value Approx. Sig.
Phi .295 .016

Nominal by Nominal Cramer's V
.170 .016
285
N of Valid Cases
6.5.Acceptance and degree of perseverance:

Chi-Square Tests


6.6.Acceptance and reasons for entering the digital website:

Chi-Square Tests


172
6.7.Acceptance and preferred time of entry:
Chi-Square Tests

Pearson Chi-Square
11.197 .512

6.8.Acceptance and the most used means of communication:

Chi-Square Tests


6.9.Acceptance and presence of improvement in the digital site:

Chi-Square Tests

Pearson Chi-Square
3.824 .430

7. Responding:
7.1.Responsiveness and gender:
Chi-Square Tests


173
7.2.Responsiveness and age:
Chi-Square Tests
13.437 .641
Likelihood Ratio .513
.428
7.3.Responsiveness and profession:

Chi-Square Tests
Asymp. Sig.
Value (2sided)

285
N of Valid Cases
7.4.Responsiveness and educational level:

Chi-Square Tests


Linear-by-Linear Association .534
N of Valid Cases
.387
285
7.5.Responsiveness and perseverance:

Chi-Square Tests
22.155 .138
Likelihood Ratio
.857 .355
Linear-by-Linear Association 285
N of Valid Cases
174
7.6.Responsiveness and reasons for entering the site:
Chi-Square Tests


285
N of Valid Cases
7.7.Responsiveness and preferred time to access the site:

Chi-Square Tests

Pearson Chi-Square
16.848a .155

285
N of Valid Cases
7.8.Preferred response and method of communication:

Chi-Square Tests


285
N of Valid Cases
7.9.Responsiveness and presence of improvement:

Chi-Square Tests


Linear-by-Linear Association .390
N of Valid Cases
.740
285
175
8. Effective Communication (Perseverance):
8.1.perseverance and gender:
Chi-Square Tests
.267 .992
Pearson Chi-Square .267 .992
Likelihood Ratio .160
285 .689
N of Valid Cases
8.2.perseverance and age:

Chi-Square Tests


285
N of Valid Cases
8.3.perseverance and profession:

Chi-Square Tests


285
N of Valid Cases
8.4.perseverance and educational level:

Chi-Square Tests


285
N of Valid Cases
176
8.5.Perseverance and degree of perseverance:
Chi-Square Tests


8.6.Perseverance and reasons for entering the site:

Chi-Square Tests


8.7.Perseverance and preferred time to enter the site:

Chi-Square Tests

Pearson Chi-Square
8.138a .774

285
N of Valid Cases
8.8.Perseverance and preferred means of communication:

Chi-Square Tests


285
N of Valid Cases
177
8.9.Perseverance and improving:
Chi-Square Tests


285
N of Valid Cases
Parameter Estimates
95% Confidence
Interval
Lower Upper
Bound Bound
Estimate Std. Error Wald df Sig.
Threshold [W_BAR = -4,610 ,681 45,794 1 ,000 -5,945 -3,275
1]
[W_BAR = -4,516 ,676 44,682 1 ,000 -5,840 -3,192
2]
[W_BAR = -1,967 ,615 10,222 1 ,001 -3,173 -,761
3]
[W_BAR = ,934 ,600 2,417 1 ,120 -,243 2,110
4]
Location [X_BAR=1] -2,762 ,831 11,051 1 ,001 -4,391 -1,134
[X_BAR=2] -1,934 1,476 1,717 1 ,190 -4,827 ,959
[X_BAR=3] -1,065 ,644 2,735 1 ,098 -2,328 ,197
[X_BAR=4] -1,421 ,623 5,200 1 ,023 -2,643 -,200
[X_BAR=5] 0 . . 0 . . .
Asymptotic Correlation Matrix
Threshold Location
[W_BAR = [W_BAR = [W_BAR = [W_BAR =

1] 2] 3] 4] [X_BAR=1] [X_BAR=2] [X_BAR=3] [X_BAR=4] [X_BAR=5]
Threshold [W_BAR = 1,000 ,991 ,897 ,849 ,709 ,381 ,844 ,884 .a
1]
[W_BAR = ,991 1,000 ,905 ,856 ,714 ,384 ,851 ,891 .a
2]
[W_BAR = ,897 ,905 1,000 ,938 ,737 ,413 ,932 ,971 .a
3]
[W_BAR = ,849 ,856 ,938 1,000 ,696 ,393 ,907 ,933 .a
4]
Location [X_BAR=1] ,709 ,714 ,737 ,696 1,000 ,307 ,690 ,720 .a
[X_BAR=2] ,381 ,384 ,413 ,393 ,307 1,000 ,387 ,403 .a
178
[X_BAR=3] ,844 ,851 ,932 ,907 ,690 ,387 1,000 ,911 .a
[X_BAR=4] ,884 ,891 ,971 ,933 ,720 ,403 ,911 1,000 .a
[X_BAR=5] .a .a .a .a .a .a .a .a .a
Asymptotic Covariance Matrix
Threshold Location
[W_BAR = [W_BAR = [W_BAR = [W_BAR =

Threshold [W_BAR = ,464 ,456 ,376 ,347 ,401 ,383 ,370 ,375 0
1]
[W_BAR = ,456 ,456 ,376 ,347 ,401 ,383 ,370 ,375 0
2]
[W_BAR = ,376 ,376 ,379 ,347 ,377 ,375 ,369 ,372 0
3]
[W_BAR = ,347 ,347 ,347 ,361 ,347 ,348 ,351 ,349 0
4]
Location [X_BAR=1] ,401 ,401 ,377 ,347 ,691 ,377 ,369 ,373 0
[X_BAR=2] ,383 ,383 ,375 ,348 ,377 2,179 ,368 ,371 0
[X_BAR=3] ,370 ,370 ,369 ,351 ,369 ,368 ,415 ,366 0
[X_BAR=4] ,375 ,375 ,372 ,349 ,373 ,371 ,366 ,389 0
[X_BAR=5] 0 0 0 0 0 0 0 0 0
Parameter Estimates
95% Confidence Interval
Lower Upper
Estimate Std. Error Wald df Sig. Bound Bound
Threshold [Q_BAR = -4,609 ,660 48,738 1 ,000 -5,903 -3,315
1]
[Q_BAR = -4,450 ,655 46,208 1 ,000 -5,733 -3,167
2]
[Q_BAR = -2,393 ,623 14,745 1 ,000 -3,614 -1,171
3]
[Q_BAR = ,614 ,595 1,065 1 ,302 -,552 1,779
4]
Location [X_BAR=1] -2,118 ,825 6,592 1 ,010 -3,734 -,501
[X_BAR=2] -,890 1,550 ,329 1 ,566 -3,928 2,149
[X_BAR=3] -2,254 ,654 11,884 1 ,001 -3,535 -,972
[X_BAR=4] -1,886 ,629 8,998 1 ,003 -3,118 -,654
179
[X_BAR=5] 0 . . 0 . . .
Threshold Location
[Q_BAR = [Q_BAR = [Q_BAR = [Q_BAR =

Threshold [Q_BAR = 1,000 ,990 ,938 ,874 ,709 ,357 ,899 ,923 .a
1]
[Q_BAR = ,990 1,000 ,946 ,881 ,715 ,360 ,907 ,930 .a
2]
[Q_BAR = ,938 ,946 1,000 ,925 ,744 ,378 ,941 ,972 .a
3]
[Q_BAR = ,874 ,881 ,925 1,000 ,702 ,378 ,885 ,922 .a
4]
Location [X_BAR=1] ,709 ,715 ,744 ,702 1,000 ,284 ,704 ,726 .a
[X_BAR=2] ,357 ,360 ,378 ,378 ,284 1,000 ,359 ,372 .a
[X_BAR=3] ,899 ,907 ,941 ,885 ,704 ,359 1,000 ,918 .a
[X_BAR=4] ,923 ,930 ,972 ,922 ,726 ,372 ,918 1,000 .a
[X_BAR=5] .a .a .a .a .a .a .a .a .a
Threshold Location

Threshold [Q_BAR = ,436 ,428 ,386 ,343 ,386 ,365 ,388 ,383 0
1]
[Q_BAR = ,428 ,429 ,386 ,343 ,386 ,365 ,388 ,383 0
2]
[Q_BAR = ,386 ,386 ,388 ,343 ,383 ,366 ,383 ,381 0
3]
[Q_BAR = ,343 ,343 ,343 ,354 ,344 ,348 ,344 ,345 0
4]
Location [X_BAR=1] ,386 ,386 ,383 ,344 ,680 ,363 ,379 ,377 0
[X_BAR=2] ,365 ,365 ,366 ,348 ,363 2,403 ,364 ,363 0
[X_BAR=3] ,388 ,388 ,383 ,344 ,379 ,364 ,427 ,377 0
[X_BAR=4] ,383 ,383 ,381 ,345 ,377 ,363 ,377 ,395 0
[X_BAR=5] 0 0 0 0 0 0 0 0 0
180
Parameter Estimates
Lower Bound Upper Bound
Estimate Std. Error Wald df Sig.
Threshold [Q_BAR = 1] -4,700 ,796 34,863 1 ,000 -6,260 -3,140
[Q_BAR = 2] -4,542 ,791 32,937 1 ,000 -6,093 -2,991
[Q_BAR = 3] -2,478 ,765 10,485 1 ,001 -3,977 -,978
[Q_BAR = 4] ,517 ,741 ,486 1 ,486 -,936 1,970

Location [Y_BAR=1] -1,826 ,974 3,517 1 ,061 -3,735 ,082
[Y_BAR=2] -2,107 1,143 3,399 1 ,065 -4,346 ,133
[Y_BAR=3] -2,388 ,781 9,343 1 ,002 -3,919 -,857
[Y_BAR=4] -1,804 ,771 5,481 1 ,019 -3,315 -,294
[Y_BAR=5] 0 . . 0 . . .
Threshold Location

1] 2] 3] 4] [Y_BAR=1] [Y_BAR=2] [Y_BAR=3] [Y_BAR=4] [Y_BAR=5]
Threshold [Q_BAR = 1,000 ,993 ,957 ,916 ,745 ,640 ,942 ,941 .a
1]
[Q_BAR = ,993 1,000 ,963 ,921 ,750 ,644 ,948 ,947 .a
2]
[Q_BAR = ,957 ,963 1,000 ,952 ,773 ,662 ,972 ,977 .a
3]
[Q_BAR = ,916 ,921 ,952 1,000 ,751 ,639 ,934 ,949 .a
4]
Location [Y_BAR=1] ,745 ,750 ,773 ,751 1,000 ,514 ,754 ,759 .a
[Y_BAR=2] ,640 ,644 ,662 ,639 ,514 1,000 ,645 ,649 .a
[Y_BAR=3] ,942 ,948 ,972 ,934 ,754 ,645 1,000 ,952 .a
[Y_BAR=4] ,941 ,947 ,977 ,949 ,759 ,649 ,952 1,000 .a
[Y_BAR=5] .a .a .a .a .a .a .a .a .a
Threshold Location
181
1] 2] 3] 4] [Y_BAR=1] [Y_BAR=2] [Y_BAR=3] [Y_BAR=4] [Y_BAR=5]
Threshold [Q_BAR = ,634 ,626 ,583 ,541 ,578 ,582 ,586 ,577 0
1]
[Q_BAR = ,626 ,626 ,583 ,541 ,578 ,582 ,586 ,577 0
2]
[Q_BAR = ,583 ,583 ,585 ,540 ,576 ,579 ,581 ,576 0
3]
[Q_BAR = ,541 ,541 ,540 ,550 ,542 ,542 ,541 ,542 0
4]
Location [Y_BAR=1] ,578 ,578 ,576 ,542 ,948 ,572 ,573 ,569 0
[Y_BAR=2] ,582 ,582 ,579 ,542 ,572 1,306 ,576 ,572 0
[Y_BAR=3] ,586 ,586 ,581 ,541 ,573 ,576 ,610 ,573 0
[Y_BAR=4] ,577 ,577 ,576 ,542 ,569 ,572 ,573 ,594 0
[Y_BAR=5] 0 0 0 0 0 0 0 0 0
Parameter Estimates
Lower Upper
Threshold [Q_BAR = -5,460 ,742 54,177 1 ,000 -6,914 -4,006
1]
[Q_BAR = -5,044 ,703 51,431 1 ,000 -6,422 -3,665
2]
[Q_BAR = -2,238 ,624 12,852 1 ,000 -3,462 -1,015
3]
[Q_BAR = ,789 ,601 1,725 1 ,189 -,388 1,967
4]
Location [N_BAR=1] -24,761 4481,978 ,000 1 ,996 -8809,276 8759,755
[N_BAR=2] -24,761 ,000 . 1 . -24,761 -24,761
[N_BAR=3] -1,810 ,645 7,868 1 ,005 -3,074 -,545
[N_BAR=4] -1,627 ,632 6,620 1 ,010 -2,866 -,388
[N_BAR=5] 0 . . 0 . . .
Threshold Location

1] 2] 3] 4] [N_BAR=1] [N_BAR=2] [N_BAR=3] [N_BAR=4] [N_BAR=5]
Threshold [Q_BAR = 1,000 ,946 ,836 ,782 ,000 . ,809 ,819 .a
1]
182
[Q_BAR = ,946 1,000 ,881 ,825 ,000 . ,853 ,864 .a
2]
[Q_BAR = ,836 ,881 1,000 ,928 ,000 . ,952 ,967 .a
3]
[Q_BAR = ,782 ,825 ,928 1,000 ,000 . ,903 ,922 .a
4]
Location [N_BAR=1] ,000 ,000 ,000 ,000 1,000 . ,000 ,000 .a
[N_BAR=2] . . . . . 1,000 . . .a
[N_BAR=3] ,809 ,853 ,952 ,903 ,000 . 1,000 ,925 .a
[N_BAR=4] ,819 ,864 ,967 ,922 ,000 . ,925 1,000 .a
[N_BAR=5] .a .a .a .a .a .a .a .a .a
Threshold Location

1] 2] 3] 4] [N_BAR=1] [N_BAR=2] [N_BAR=3] [N_BAR=4] [N_BAR=5]
Threshold [Q_BAR = ,550 ,493 ,387 ,349 ,550 ,000 ,387 ,384 0
1]
[Q_BAR = ,493 ,495 ,387 ,349 ,493 ,000 ,387 ,384 0
2]
[Q_BAR = ,387 ,387 ,390 ,348 ,387 ,000 ,384 ,382 0
3]
[Q_BAR = ,349 ,349 ,348 ,361 ,349 ,000 ,350 ,350 0
4]
Location [N_BAR=1] ,550 ,493 ,387 ,349 20088125,524 ,000 ,387 ,384 0
[N_BAR=2] ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 0

[N_BAR=3] ,387 ,387 ,384 ,350 ,387 ,000 ,416 ,377 0
[N_BAR=4] ,384 ,384 ,382 ,350 ,384 ,000 ,377 ,400 0
[N_BAR=5] 0 0 0 0 0 0 0 0 0
Parameter Estimates
Std. Lower Bound

Estimate Error Wald df Sig. Upper Bound
Threshold [Q_BAR = 1] -6,672 ,718 86,462 1 ,000 -8,078 -5,266
[Q_BAR = 2] -6,212 ,675 84,672 1 ,000 -7,535 -4,889
[Q_BAR = 3] -3,213 ,579 30,835 1 ,000 -4,346 -2,079
183
[Q_BAR = 4] ,070 ,525 ,018 1 ,894 -,960 1,099
Location [M_BAR=1] -27,967 ,000 . 1 . -27,967 -27,967
[M_BAR=2] -5,506 ,976 31,833 1 ,000 -7,419 -3,594
[M_BAR=3] -3,107 ,603 26,591 1 ,000 -4,288 -1,926
[M_BAR=4] -2,344 ,581 16,288 1 ,000 -3,482 -1,205
[M_BAR=5] 0 . . 0 . . .

Threshold Location
[Q_BAR [Q_BAR [Q_BAR [Q_BAR
= 1] = 2] = 3] = 4] [M_BAR=1] [M_BAR=2] [M_BAR=3] [M_BAR=4] [M_BAR=5]
Threshold [Q_BAR = 1,000 ,937 ,799 ,719 . ,631 ,778 ,772 .a
1]
[Q_BAR = 2] ,937 1,000 ,850 ,764 . ,651 ,827 ,821 .a
[Q_BAR = 3] ,799 ,850 1,000 ,891 . ,589 ,946 ,955 .a
[Q_BAR = 4] ,719 ,764 ,891 1,000 . ,528 ,857 ,891 .a
Location [M_BAR=1] . . . . 1,000 . . . .a
[M_BAR=2] ,631 ,651 ,589 ,528 . 1,000 ,569 ,567 .a
[M_BAR=3] ,778 ,827 ,946 ,857 . ,569 1,000 ,907 .a
[M_BAR=4] ,772 ,821 ,955 ,891 . ,567 ,907 1,000 .a
[M_BAR=5] .a .a .a .a .a .a .a .a .a

Threshold Location
[Q_BAR [Q_BAR [Q_BAR [Q_BAR [M_BAR=2 [M_BAR=3

= 1] = 2] = 3] = 4] [M_BAR=1] ] ] [M_BAR=4] [M_BAR=5]
Threshold [Q_BAR = ,515 ,454 ,332 ,271 ,000 ,442 ,336 ,322 0
1]
[Q_BAR = ,454 ,456 ,332 ,271 ,000 ,429 ,336 ,322 0
2]
[Q_BAR = ,332 ,332 ,335 ,271 ,000 ,332 ,330 ,321 0
3]
[Q_BAR = ,271 ,271 ,271 ,276 ,000 ,271 ,271 ,272 0
4]
Location [M_BAR=1] ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 0
[M_BAR=2] ,442 ,429 ,332 ,271 ,000 ,952 ,335 ,321 0
[M_BAR=3] ,336 ,336 ,330 ,271 ,000 ,335 ,363 ,317 0
184
[M_BAR=4] ,322 ,322 ,321 ,272 ,000 ,321 ,317 ,337 0
[M_BAR=5] 0 0 0 0 0 0 0 0 0
Parameter Estimates
Lower
Estimate Std. Error Wald df Sig. Bound Upper Bound
Threshold [Q_BAR = 1] -5,565 ,791 49,551 1 ,000 -7,115 -4,016
[Q_BAR = 2] -5,266 ,773 46,433 1 ,000 -6,781 -3,751
[Q_BAR = 3] -2,705 ,721 14,066 1 ,000 -4,119 -1,292
[Q_BAR = 4] ,347 ,692 ,251 1 ,616 -1,009 1,702
Location [S_BAR=1] -26,884 ,000 . 1 . -26,884 -26,884
[S_BAR=2] -2,168 1,329 2,660 1 ,103 -4,773 ,437
[S_BAR=3] -2,347 ,736 10,167 1 ,001 -3,789 -,904
[S_BAR=4] -2,089 ,727 8,249 1 ,004 -3,515 -,664
[S_BAR=5] 0 . . 0 . . .
Threshold Location

1] 2] 3] 4] [S_BAR=1] [S_BAR=2] [S_BAR=3] [S_BAR=4] [S_BAR=5]
Threshold [Q_BAR = 1,000 ,976 ,907 ,862 . ,490 ,889 ,892 .a
1]
[Q_BAR = 2] ,976 1,000 ,928 ,882 . ,501 ,910 ,913 .a
[Q_BAR = ,907 ,928 1,000 ,944 . ,534 ,968 ,974 .a

3]
[Q_BAR = 4] ,862 ,882 ,944 1,000 . ,514 ,927 ,939 .a
Location [S_BAR=1] . . . . 1,000 . . . .a

[S_BAR=2] ,490 ,501 ,534 ,514 . 1,000 ,518 ,522 .a
[S_BAR=3] ,889 ,910 ,968 ,927 . ,518 1,000 ,945 .a
[S_BAR=4] ,892 ,913 ,974 ,939 . ,522 ,945 1,000 .a
[S_BAR=5] .a .a .a .a .a .a .a .a .a
185
Threshold Location
[Q_BAR [Q_BAR [Q_BAR [Q_BAR

= 1] = 2] = 3] = 4] [S_BAR=1] [S_BAR=2] [S_BAR=3] [S_BAR=4] [S_BAR=5]
Threshold [Q_BAR = ,625 ,596 ,517 ,471 ,000 ,514 ,518 ,513 0
1]
[Q_BAR = ,596 ,597 ,518 ,471 ,000 ,514 ,517 ,513 0
2]
[Q_BAR = ,517 ,518 ,520 ,471 ,000 ,512 ,514 ,511 0
3]
[Q_BAR = ,471 ,471 ,471 ,478 ,000 ,472 ,472 ,472 0
4]
Location [S_BAR=1] ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 0
[S_BAR=2] ,514 ,514 ,512 ,472 ,000 1,767 ,507 ,505 0
[S_BAR=3] ,518 ,517 ,514 ,472 ,000 ,507 ,542 ,506 0
[S_BAR=4] ,513 ,513 ,511 ,472 ,000 ,505 ,506 ,529 0
[S_BAR=5] 0 0 0 0 0 0 0 0 0
Parameter Estimates
Lower Upper
Threshold [EFF_BAR = -11,212 1,566 51,233 1 ,000 -14,282 -8,142
1]
[EFF_BAR = -10,177 1,455 48,912 1 ,000 -13,029 -7,325
2]
[EFF_BAR = -8,294 1,280 41,960 1 ,000 -10,803 -5,784
2]
[EFF_BAR = -8,071 1,263 40,835 1 ,000 -10,546 -5,595
2]
[EFF_BAR = -6,766 1,173 33,272 1 ,000 -9,065 -4,467
3]
[EFF_BAR = -4,258 1,077 15,628 1 ,000 -6,369 -2,147
3]
[EFF_BAR = -2,692 1,065 6,390 1 ,011 -4,780 -,605
3]
[EFF_BAR = -1,124 1,059 1,125 1 ,289 -3,200 ,952
4]
[EFF_BAR = 1,057 1,048 1,017 1 ,313 -,997 3,110
4]
[EFF_BAR = 3,156 1,104 8,168 1 ,004 ,992 5,320
4]
Location [X_BAR=1] ,255 ,906 ,079 1 ,779 -1,521 2,030
[X_BAR=2] -,396 1,583 ,063 1 ,802 -3,499 2,706
186
[X_BAR=3] -1,308 ,697 3,521 1 ,061 -2,675 ,058
[X_BAR=4] -1,077 ,667 2,605 1 ,107 -2,384 ,231
[X_BAR=5] 0 . . 0 . . .
[Y_BAR=1] ,963 1,012 ,905 1 ,342 -1,021 2,946
[Y_BAR=2] ,677 1,143 ,351 1 ,554 -1,563 2,917
[Y_BAR=3] ,758 ,789 ,921 1 ,337 -,790 2,305
[Y_BAR=4] 1,106 ,776 2,029 1 ,154 -,416 2,628
[Y_BAR=5] 0 . . 0 . . .
[M_BAR=1] -3,694 2,138 2,983 1 ,084 -7,885 ,498
[M_BAR=2] -3,346 1,093 9,376 1 ,002 -5,487 -1,204
[M_BAR=3] -,783 ,552 2,012 1 ,156 -1,865 ,299
[M_BAR=4] -,161 ,534 ,091 1 ,763 -1,207 ,885
[M_BAR=5] 0 . . 0 . . .
[N_BAR=1] -3,227 2,538 1,617 1 ,204 -8,201 1,747
[N_BAR=2] 2,021 2,090 ,935 1 ,334 -2,076 6,118
[N_BAR=3] ,682 ,643 1,127 1 ,288 -,578 1,942
[N_BAR=4] ,663 ,634 1,094 1 ,296 -,579 1,904
[N_BAR=5] 0 . . 0 . . .
[S_BAR=1] 3,813 1,772 4,628 1 ,031 ,339 7,286
[S_BAR=2] 1,420 1,345 1,114 1 ,291 -1,216 4,056
[S_BAR=3] ,999 ,800 1,558 1 ,212 -,570 2,567
[S_BAR=4] 1,354 ,791 2,929 1 ,087 -,197 2,905
[S_BAR=5] 0 . . 0 . . .
[W_BAR=1] -8,591 1,157 55,160 1 ,000 -10,858 -6,324
[W_BAR=2] -6,693 2,012 11,068 1 ,001 -10,636 -2,750
[W_BAR=3] -4,289 ,498 74,062 1 ,000 -5,266 -3,312
[W_BAR=4] -2,412 ,448 28,985 1 ,000 -3,290 -1,534
[W_BAR=5] 0 . . 0 . . .
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The impact of digital marketing on consumer behavior in KSA's telecom sector

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The impact of digital marketing on consumer behavior in KSA's telecom sector

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The impact of digital marketing on consumer

behavior (in terms of satisfaction) in the

A Dissertation Presented in Partial Fulfillment of the

European International University

I declare that the thesis submitted by me for a DBA in Business Administration -

Aziz Ali Al-Arifi

I dedicate this work:

▪ To soul of my father and mother

▪ To His Excellency, my wonderful professor, Dr. Hisham Safwat, who was

▪ To the International European University, which gave me the opportunity to

▪ I am pleased to extend my sincere thanks, gratitude, and appreciation to the

▪ I am also pleased to extend my sincere thanks, gratitude, and appreciation to

▪ I am also pleased to extend my sincere thanks, gratitude, and appreciation to

Research Methodology: Researcher relied on the descriptive and analytical

Research results: The most important results that we could conclude is :

• Costumer’s safety while browsing website .

2- " Digital marketing is a system of reaching to the prospective shoppers or

3- "Digital marketing is a stage for social, business commitment of customer across

8- "Digital marketing is the use of technologies to assist marketing activities in order

10- "Digital marketing formerly referred to as e-marketing or Internet marketing is at

2- The second study:

3- The third study:

Aim of the study: The study discusses artificial intelligence (AI)-enabled

4- The fourth study:

5- The fifth study:

6- The sixth study:

7- The seventh study:

China, Hong Kong, Japan, South Korea, and Singapore

8- The eighth study:

9- The nineth study:

Aim of the study: It aimed to determine the satisfaction level of banking

10- The tenth study:

11- The eleventh study:

2- The second study:

Aim of the study: It aims to study the variables impact of purchasing on

3- The third study:

4- The fourth study:

5- The fifth study:

6- The sixth study:

7- The seventh study:

8- The eighth study:

9- The nineth study:

Aim of the study: To study the relationship between the characteristics of

10- The tenth study:

11- The eleventh study:

 There is a positive effect of colors in a commercial website on the emotional

 There is no effect of the e-shopper's experience on the emotional state and

The first study made five dimensions of service quality: reliable,

In the fourth study: that empathy dominates in positively affecting

In the fifth study: service quality was depicted as functional quality,

In the eighth study, it confirms that service quality, customer

I am convinced by all of these theories about the quality of service and

The second study: believes that through digital technology applications

The fifth study: There is a relationship between personality traits such

The seventh study: It showed that customer satisfaction is higher in

The tenth study: Identification of three types of topics in blogs, which

I am convinced by all of these theories about the quality of service and

Mobily's growth phase witnessed several prominent milestones, represented by

2- The second study:

4- The fourth study:

5- The fifth study:

Aim of the study: The purpose of this research is to understandnding the

7- The seventh study: