Social Media Marketing and Relationship Quality: Zain Jordan customers’ perspective

Abstract

The aim of this study is to examine whether social media marketing can affect relationship quality from customers perspective. In a review of the literature, it is clear that to date the conceptual foundations of social media marketing and its affect on relationship quality has not yet been fully developed. In response, this study will try to provide a deeper academic understanding by extending the knowledge of both social media and relationship quality theory and practice. Thus, the proposed model contributes to existing literature by empirically investigating the association between its derived components — social media use, trust, satisfaction, commitment and relationship quality— applied to the Zain customers in Jordan. Importantly, this also provides managers in services dealing with young generation, relevant information and recommendations to assist in improving their social-media marketing programs. Data was collected by self administered questionnaire from random samples drawn from the population of Zain customers using Facebook. The constructs were developed by using measurement scales adopted from prior studies. The instrument in this study was evaluated for reliability and validity. Data were analyzed using SPSS. The results in this study indicate that social media have influence on customer’s relationship quality. The main recommendations of the study is maintaining the relationship with the customers permanently by enhancing three factors: trust, satisfaction and commitment, this study has several limitations and also indicates directions for further research.

Keywords: Relationship Quality Social Media, Facebook, Jordan