The purpose of this research is to study the effect of services marketing mix elements on customer-based brand equity through empirical study of mobile telecommunication service recipients. It also aims to determine the influence of such elements on customer-based brand equity and to reveal which is the most influential.We employed a questionnaire-based survey consisting of 56 questions and distributed to 1,930 respondents in the three largest governorates in Jordan: Amman, Irbid, and Al-Zarqa. In total, 1,492 questionnaires were returned, corresponding to a response rate of 77%. In order to analyze the data obtained from questionnaires, quantitative methods were employed, and reveal that there is a significant effect of services marketing mix elements upon customer-based brand equity.The study suggests that customer-based brand equity is a valuable asset for any services sector, especially for marketing managers to assess the results of their efforts by getting feedback from customers to diagnose any problem that can appear in the provided service. In addition, customer-based brand equity provides a clear approach which can be employed by managers for the design and creation of branding strategy. This should enable managers to minimise problems that could arise from limited resources.

Using the stimulus-organism-response (S-O-R) framework, this study aims to investigate the impact of atmospherics and online flow cues of Jordan virtual tourist centre on visitors' affective and cognitive states, which are assumed to affect their visiting intentions. This is based on the fact that more tourists are getting information directly via the internet to direct their choices of tourism destinations. In order to test our proposed model, an online survey was launched via different social networking means directed towards a convenience sample of non-Jordanians using a snowball technique. Non-Jordanians respondents who agreed to participate in the survey were asked to browse Jordan virtual tourist centre and to live a virtual experience before answering related questions measuring targeted constructs. Analysis of the results supports the research model and shows that both atmospherics and online flow cues experienced by visitors, impact positively their affective and cognitive states, which in turn impact their visit intentions. Affective and cognitive states were impacted upon by atmospherics more than online flow; however, affective state tends to explain more variations in visiting intentions vis-à-vis virtual centres. Implications and recommendations are discussed to develop robust tourist centres capable of attracting tourists' visiting intentions.

The study aims at investigating the role of digital marketing strategies in enhancing international patients’ satisfaction in Jordanian healthcare industry. Specifically, the effect of search engine optimization, social media networks, and e-mail marketing as digital marketing strategies on international patients’ satisfaction. The quantitative approach is adopted and 400 questionnaires are distributed using convenient sample to international patients in different health service organizations (HSO). Only 310 questionnaires were collected with response rate 78%. The study concluded that there is a significant effect of digital marketing strategies on international patients’ satisfaction in Jordanian health service industry. Moreover, each digital marketing strategies (search engine optimization, social media networks, and e-mail marketing) have a significant effect on international patients’ satisfaction in Jordanian health service industry. Moreover, social media networks are the most important strategy which are employed to enhance patients’ satisfaction in HSOs. The study recommends that HSOs have to take the advantages of digital marketing strategies in order to enhance patients’ satisfaction. Practical implications and directions for future research are proposed.

The current study aims at providing understanding and practical insights of how to maintain customer loyalty using E-CRM from perspectives of small food businesses in Jordan. The qualitative design of research is adopted. Semi-structured and face-to-face interviews have been conducted with eight executives to generate data from target interviewees in different Jordanian food companies. Using thematic analysis for interviews and based on executives perspectives, this study provides customer loyalty concepts, benefits, tools, and measurements. Moreover, this study also investigates the benefits of E- CRM, E-CRM tools, and how customer loyalty could be enhanced by E-CRM. The results of the thematic analysis found that social media and telemarketing are the most common tools of E-CRM that are adopted by food companies. Sales frequency and sales records are the most common criteria for customer loyalty measurement. Furthermore, complaints handling, post sales services, customer following up, and maintaining customer relationship are the most critical tactics of E-CRM that are adopted by food companies to enhance customer loyalty. The study recommends that customer loyalty practices are not well established by food companies; however, adopting E-CRM practices are critical issues for maintaining customer loyalty.

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