The Mediating Role of Customer Satisfaction on the Relationship between Service Quality and Digital Marketing Adoption

Abstract

Service quality can influence the adoption of digital marketing. This study proposed to assess the degree of mediation of customer satisfaction between service quality and digital marketing adoption among online customers of tourism companies in Jordan. The data were gathered from 185 individual customers. Multiple linear regression was performed on the data, using the SPSS version 25 software. Service quality results in a statistically significant variation in the adoption of digital marketing. The finding supports suggestions of existing literature regarding the positive correlation between service quality and digital marketing adoption. Further, it shows that this relationship is strongly mediated by latent variable customer satisfaction. The study findings this paper will add to the existing body of knowledge by explaining how customer satisfaction can mediate the positive relationship between service quality and digital marketing adoption. This result has its implications on improving tools that can increase customer satisfaction by e-service providers.