The Impact of E-marketing on the Quality of Services Provided to the Customer in Light of the Competitive Advantage

Alaa Manea Lafta, Durgham Ibrahim Kadhim and Sabeeh Nadhim Matrood
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Alaa Manea Lafta: Faculty of Administration and Economics, Department of Business and Administration, Al-Muthana University, Iraq.
Durgham Ibrahim Kadhim: Faculty of Administration and Economics, Department of Business and Administration, Al-Muthana University, Iraq.
Sabeeh Nadhim Matrood: Faculty of Administration and Economics, Department of Business and Administration, Al-Muthana University, Iraq.

Journal of Scientific Reports, 2023, vol. 5, issue 1, 78-87

Abstract: The purpose of this study is to examine the impact of e-marketing on customer service quality. The research methodology involved a review of relevant literature and customers' perceptions of e-marketing practices. The findings indicate that e-marketing has a significant impact on customer service quality, with customers valuing quick and efficient communication through online channels. However, the research also identified limitations in the use of e-marketing, such as potential privacy concerns and the need for effective targeting. The practical implications of this study suggest that companies should prioritize e-marketing strategies to improve customer service quality. The originality and value of this research lie in its focus on the impact of e-marketing specifically on customer service quality.

Keywords: E-marketing; Quality of services provided; Technology; Competitive advantage (search for similar items in EconPapers)
Date: 2023
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