Developing an e-marketing mix framework of customer satisfaction for electronic information services provided by the Jordanian university libraries

Abstract

University libraries are transitioning towards a digital landscape, offering various electronic information services to support student research and learning. Understanding factors influencing customer satisfaction with these services is critical for optimizing library resources and fostering user engagement. This study investigates the impact of e-marketing strategies and technology turbulence on customer satisfaction with electronic library services in Jordanian universities. The research framework integrates the Resource-Based View (RBV) theory, emphasising the importance of internal resources for achieving customer satisfaction, and the 7Ps of the e-marketing mix framework, representing these resources within university libraries. Additionally, contingency theory highlights the need for libraries to adapt to external factors like technology turbulence, which can influence the effectiveness of e-marketing strategies. A mixed-methods approach was employed, utilising qualitative data from semi-structured interviews with eight library managers and quantitative data from a survey of postgraduate students at Jordanian public universities (792) who were selected using a voluntary response sample. The qualitative phase identified current e-marketing practices in Jordanian university libraries. The quantitative phase examined the relationships between the 7Ps of the e-marketing mix (e-product, e-pricing, e-place, e-promotion, people, process, and physical evidence) and customer satisfaction with electronic services. Furthermore, the study explored the moderating effect of technology turbulence on these relationships using structural equation modelling (SEM) (Smart PLS 3.0). The findings revealed that several e-marketing components significantly impact customer satisfaction. Specifically, well-designed e-products (e.g., databases, online tutorials), effective e-promotional activities, knowledgeable and helpful library staff, and clear and accessible service information (physical evidence) were all contributing factors. However, e-place and the process had a negative impact, and e-pricing was found to be non-significant in its direct effect. Additionally, the interactions between technology turbulence and e-products, e-promotions, people, and processes were non-significant. In contrast, the research identified that e-place had a negative impact and significant interactions between technology turbulence, e-pricing, and physical evidence. This research confirms the novelty of integrating e-marketing strategies in the university library context, so this research offers a novel framework for Jordanian university libraries to enhance student satisfaction with electronic services. The study contributes valuable insights for library managers and policymakers, enabling them to develop targeted strategies for promoting electronic information services and fostering a user-centric approach. Furthermore, the research adds to the existing knowledge base on e-marketing in the university library sector, particularly within the Arab region, especially in the Jordanian context, where this area remains relatively under-explored. Therefore, more empirical studies are needed to investigate and explore this gap in the research. The study's limitations, including the use of a voluntary response sample and the focus on Jordanian universities, highlight the need for further research to explore the generalizability of these findings across a broader population and geographical scope. Future research directions could involve investigating the long-term impact of e-marketing strategies on student learning outcomes and exploring integrating emerging technologies like artificial intelligence into the library service ecosystem.