The Impact of E-marketing Technology in Improving The Effectiveness of Communication With Customers: A Case of Attayibat International Trading

Abstract

Focus on the customer, with digital and information technology tools within the framework of electronic marketing. It explores the relationships between the effective use of digital communication tools (e-marketing techniques) and the effectiveness of electronic communication with customers. Essential techniques examined include customer orientation, security in electronic transactions, response efficiency, ease of communication, and personalization. Using a descriptive and analytical approach, the study employed a questionnaire targeting 282 individual customers of Attayibat Trading Company's website. Data analysis revealed that website design, transaction security, response efficiency, ease of communication, and personalization influence customer response to electronic communication. The findings underscore the importance of customer- centric e-marketing practices in enhancing electronic communication and customer engagement.