تفاصيل الرسالة العلمية

This thesis focused on a new trend in marketing communications. Mobile marketing, being a part of communication technologies which have penetrated markets throughout the world, mobile marketing is likely to have a strong influence on customer's loyalty, and It should be noted there is not much research done in this area (Within the researcher's knowledge), especially finding a correlation between mobile marketing and customer's loyalty. This study aimed to identify the impact of mobile marketing on the customer's loyalty in Jordan. The dimensions of mobile marketing were (Interactivity, Ubiquity, Personalization, Localization, Industry Background, and Convenience). The population of the study consisted of the customers in Jordan, a sample of 403 customers were taken. Their responses were investigated using a questionnaire designed for this purpose. The results were collected, entered into the computer and tested the hypotheses using the SPSS program. The results of the study showed there is a statistically significant effect (? ? 0.05) regarding the Dimensions of Mobile Marketing (Interactivity, Personalization, Industry Background, and Convenience) on Customers' Loyalty, and there is a statistically insignificant effect (? ? 0.05 ) regarding the Dimensions (Ubiquity and Personalization) on Customers' Loyalty based on the results. The researcher came up with some recommendations related to the fields of mobile content design, sharing information, benefit from the experiences, and solving customers problems