The Effectiveness of E-marketing to Strengthen the Product Quality Customer Trust and Commitment with Organizations. A Systematic Literature Review from the Last Two Decades

Maha Abbas Alazwari


Our daily lives have become increasingly digitized. It is changing the way consumers and businesses engage in the conventional sense. Consumer behavior is changing due to digitization, mainly social media, with significant implications for businesses, goods, and brands. This study evaluates the determine of consumer perceived value influences the relationship between customer satisfaction and loyalty. Another objective of this study is to evaluate the quality of e-services that influence customer pleasure, leading to customer loyalty. For this purpose, we used the Scopus database for the data extraction; the PRISMA statement 2015 inclusion and exclusion framework is used to select data. E-marketing and customer satisfaction keywords are used in the search bar, and 1725 results are shown and follow the screening process. The final 51 articles and reviews are used for the systematic literature review after the detailed screening process. The results have classified the literature into segment, focus, and findings. The study's findings demonstrate that e-marketing is significantly enhancing customer satisfaction and brand loyalty.

Keywords: The Effectiveness of E-marketing, Strengthen the Product Quality Customer Trust and Commitment with Organizations.

DOI: 10.7176/EJBM/13-18-01

Publication date:September 30th 2021

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