https://dspace.qou.edu/handle/194/2885 2026-04-07T16:55:56Z https://dspace.qou.edu/handle/194/3046 The Impact of Personalization in Digital Marketing on Consumers’ Purchase Intentions "Jenin Governorate as a Case Study" Mohammad Ahmad Abu Al- Rub, Jawad; Ghanem, Prof. Fathallah This study aimed to examine the impact of personalization in digital marketing on purchase intention among Palestinian consumers, from the perspective of marketing managers in Jenin Governorate orates. The researcher employed a descriptive-analytical design and adopted a qualitative approach for data collection, conducting semi-structured interviews with nine marketing managers in Jenin Governorate. A purposive sampling technique was used due to the challenges associated with encompassing the entire study population. To address the research questions, thematic analysis was utilized, relying on direct quotations from participants to accurately reflect their perspectives and substantiate the findings. The results are not generalizable across all sectors or governorates, as the study was confined to a purposive sample of companies within Jenin. Nevertheless, the findings highlighted a significant influence of personalization on purchase intention from the managers’ viewpoint. It should be noted that this does not diminish the importance of personalization in retaining existing customers, as it remains a critical tool for fostering customer loyalty. Moreover, participants consistently identified several key challenges, including the small size of the Palestinian market, difficulties in reaching consumers, and intense market competition. Based on these findings, the study recommends that companies develop and implement clearly defined personalization strategies and adopt systematic approaches for audience targeting. Additionally, it is suggested that future research explore these issues from the consumers’ perspective, with particular emphasis on the youth segment. 2025-12-30T00:00:00Z https://dspace.qou.edu/handle/194/3032 Electronic promotion and its impact on the marketing performance of Palestinian industrial companies in Ramallah and Al-Bireh Governorate This study aimed to explore the impact of electronic promotion on the marketing performance of industrial companies in the Ramallah and Al-Bireh Governorate. To achieve this, a descriptive and correlational approach was employed, utilizing a questionnaire as the primary data collection tool. The survey was administered to a sample of 214 industrial companies in the Ramallah and Al-Bireh region, out of a total of 484 companies, with data analyzed using the Smart-PLS4 statistical package. The findings revealed a positive correlation between electronic promotion and marketing performance, indicating that electronic promotion strategies significantly enhance marketing performance, with direct marketing being the most effective strategy. Additionally, the study identified statistically significant differences in marketing performance attributed to various respondent variables, with the exception of gender, which favored males. Similar significant differences were observed in the electronic promotion strategies employed by companies, also favoring males. The researcher recommended that Palestinian companies prioritize and adapt to digital advancements in order to keep pace with ongoing changes and effectively address the challenges of globalization. Furthermore, it is essential for these companies to engage with experienced professionals in the design of electronic promotional campaigns. 2025-03-12T00:00:00Z https://dspace.qou.edu/handle/194/3022 The Role of Digital Marketing Mix Elements in Achieving the Competitive Advantage of Palestinian Insurance Companies هدفت الدراسة إلى استكشاف دور عناصر المزيج التسويقي الرقمي في تحقيق الميزة التنافسية لشركات التأمين الفلسطينية، وذلك في ظل التحول الرقمي المتسارع وزيادة الاعتماد على الوسائط الإلكترونية في تقديم الخدمات، وتناولت الدراسة ثمانية عناصر رئيسية للمزيج التسويقي الرقمي: المنتج الرقمي، السعر الرقمي، الترويج الرقمي، التوزيع الرقمي، العمليات الرقمية، البيئة المادية الرقمية، الأشخاص الرقميون، الأداء الرقمي، وربطت تأثيرها بأبعاد الميزة التنافسية المتمثلة في: التكلفة، الجودة، الإبداع، المرونة، الوقت، واعتمدت الدراسة على المنهج الوصفي التحليلي الارتباطي ، وتم جمع البيانات من عينة مكونة من 313 موظفًا من شركات التأمين العاملة في فلسطين، باستخدام استبانة إلكترونية صممت وفق مقياس ليكرت الخماسي، وتم تحليل البيانات إحصائيًا باستخدام برنامج SPSS، وتوصلت الدراسة إلى مجموعة من النتائج المهمة، كان أبرزها أن تصميم منتجات تأمينية رقمية تتسم بالجاذبية وسهولة الاستخدام يسهم بشكل مباشر في تعزيز رضا العملاء وبناء ولائهم، مما يمنح الشركات ميزة تنافسية في سوق يشهد تغيرات متسارعة، كما أظهرت النتائج وجود علاقة دالة إحصائيًا بين عناصر المزيج التسويقي الرقمي ككل والميزة التنافسية بأبعادها المختلفة، مما يؤكد الدور الحاسم للتحول الرقمي في تحسين الأداء التسويقي لشركات التأمين، وفي ضوء هذه النتائج وتأسيسا عليها، خرجت الدراسة بمجموعة من التوصيات كان أبرزها: ضرورة أن تعمل شركات التأمين الفلسطينية على تطوير منصات رقمية متكاملة وسهلة الاستخدام، تتيح تجربة سلسة للعملاء عبر مختلف القنوات الرقمية، إضافة إلى الاستثمار في أدوات تحليل البيانات المتقدمة؛ لفهم سلوك العملاء وتخصيص الخدمات بناءً على احتياجاتهم، مما يسهم في تعزيز قدرة الشركات على المنافسة والتوسع. 2025-05-06T00:00:00Z https://dspace.qou.edu/handle/194/3006 The Impact of Digital Marketing Mix Strategies on Enhancing Customer Loyalty at Bank of Palestine from Their Perspective: The Moderating Role of Brand Image Falah Dar Musa, Renal; Al-Khodari, Dr. Abdullah This study investigates the impact of digital marketing mix strategies on enhancing customer loyalty toward the Bank of Palestine from the customers’ perspective, with a focus on the moderating role of brand image. To address this objective, a descriptive–analytical methodology was employed, and the research instruments were administered to a convenience sample of 383 customers of the Bank of Palestine located in the governorates of Nablus, Salfit, and Ramallah & Al-Bireh. The researcher utilized a structured questionnaire composed of three main scales: digital marketing mix strategies, customer loyalty, and brand image. Data were analyzed using SPSS and SmartPLS 4 software. The findings indicated that the overall implementation level of digital marketing mix strategies, as perceived by customers, was high, with a mean score of 3.96 and a relative importance of 79.2%. Among the dimensions, the digital product dimension ranked highest (mean = 4.10; relative importance = 81.9%), while the digital promotion dimension recorded the lowest mean (3.80; relative importance = 76%), though still within the high range. Results also revealed a high level of customer loyalty toward the Bank of Palestine (mean = 3.90; relative importance = 78.1%) and a similarly high level of brand image (mean = 3.97; relative importance = 79.4%). Furthermore, the study found a positive and statistically significant effect of digital marketing mix strategies, across all dimensions combined, on customer loyalty. The brand image variable also demonstrated a positive and statistically significant direct effect on customer loyalty. However, the results indicated that brand image does not play a moderating role in the relationship between digital marketing mix strategies and customer loyalty at the Bank of Palestine. Based on these findings, the study recommends that the Bank of Palestine continue to develop innovative digital banking solutions and strengthen its values of credibility and social responsibility. Such efforts are essential for sustaining a strong brand image and further enhancing customer loyalty. 2025-11-22T00:00:00Z