The Mediating Role of Electronic Service Quality in the Relationship between Mobile Marketing and Customer Satisfaction from the Perspective of Jordanian Commercial Banks

Abstract

This study aimed to present a new model that combines three important variables in the science of digital marketing
and is the reason for the success and continuity of any facility. This study combined mobile marketing as an
independent variable and the quality of electronic services as a mediation variable and customer satisfaction as
dependent variable. The study community was customers of Jordanian commercial banks in the capital Amman.
Data were collected by original questionnaires with study sample of 400 respondents. The results showed there was
a statistically significant relationship between mobile marketing on the electronic services quality and on the
customers satisfaction of Jordanian commercial banks.