Using Digital Marketing Engineering Towards E-Customer Satisfaction and Loyalty in Jordanian Malls among Millennials

Authors

  • Odai Falah Alghaswyneh College of Business Administration, Northern Border University, Arar, Saudi Arabia
  • Abdalla Nayef Al-Refai Jordanian Ministry of Education and Research, Amman, Jordan
  • Mohammed Mamoun Abubaker College of Business Administration, Northern Border University, Arar, Saudi Arabia
  • Mahmoud Mohammad Al-Ajlouni College of Business Administration, Northern Border University, Arar, Saudi Arabia
  • Mohamed Ali Saad College of Business Administration, Northern Border University, Arar, Saudi Arabia
Volume: 15 | Issue: 5 | Pages: 26792-26799 | October 2025 | https://doi.org/10.48084/etasr.12375

Received: 14 June 2025 | Revised: 30 June 2025 | Accepted: 20 July 2025 | Online: 6 October 2025


Corresponding author: Mohamed Ali Saad

Abstract

Digital marketing service providers face intense competition. They have to continuously enhance their quality of service depending on the needs of the market. This study investigates the variables that influence the e-customer satisfaction and the e-customer loyalty among millennials in Jordanian malls, since there has not been given sufficient attention to the integrated role of technological perceptions and the quality of e-services in shaping the e-customer satisfaction and loyalty. All data for the current study were collected from 106 valid respondents using simple random sampling. SPSS and PLS-SEM were used for data analysis and model testing. The results show that e-customer satisfaction is the resultant of the e-service quality, technological perceptions, and e-customer loyalty. All these relationships are significant and interact with each other. The study also proposes the future exploration of additional variables, including the impact of artificial intelligence on digital marketing and e-customer satisfaction.

Keywords:

digital marketing engineering, e-customer satisfaction, e-customer loyalty, Jordanian malls, millennials

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[1]
O. F. Alghaswyneh, A. N. Al-Refai, M. M. Abubaker, M. M. Al-Ajlouni, and M. A. Saad, “Using Digital Marketing Engineering Towards E-Customer Satisfaction and Loyalty in Jordanian Malls among Millennials”, Eng. Technol. Appl. Sci. Res., vol. 15, no. 5, pp. 26792–26799, Oct. 2025.

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