The Impact of E-Communication Strategy Innovation on Consumer Satisfaction
Abstract
This study aims towards knowing the effect of innovation in E-communication strategy on consumer satisfaction by checking many factors which have been inserted within this study model that has been developed according to literatures related to the subject, and that are described in five dimensions being (E-communication strategy Innovation, Innovation in E-communication means, Innovation in E-communication information interpretation, consumer satisfaction, consumer perception). Five hypotheses were constructed for each dimension which collectively represent the first category of hypotheses, the second category was constructed to know if a significant relationship between the contents of the study model (the five dimensions) exists and this is the sixth hypothesis.
A questionnaire has been developed to collect data consisting of 15 questions, distributed in Amman, Jordan, 242 questionnaires were valid to be analytically analyzed, these questions covered the five dimensions of the study. Many statistical analysis methods were used in the statistical analysis of data, obtaining results and the testing of hypotheses, these methods were cronbach’s alpha, descriptive analysis, one-sample T-test, and spearman’s correlation coefficient.
The most important of these results indicate that innovation in E-communication strategy has an effect on consumer satisfaction with a mean value of (4.21) and that consumer satisfaction is the result of his perception with a mean value of (3.99) while the effect of innovation in E-communication strategy on innovation in E-communication means had a mean value of (3.77) and on innovation in E-communication information with a mean value of (3.51) and also innovation in E-communication strategy effected consumer perception with a mean value of (3.98). The statistical analysis showed that there is a positive significant relationship between the study’s model contents and all the six hypotheses were accepted.
Keywords: Consumers’ satisfaction, E-communication, Innovation, Mean, Perception.
