The moderating effect of technology turbulence on the relationships between e-marketing mix and customer satisfaction for electronic information services

Abstract

This study uses structural equation modeling (SEM) (Smart PLS 3.0) to investigate the moderating effect of technological turbulence on the relationships between the e-marketing mix (4Ps) and customer satisfaction with e-information services provided by public university libraries in Jordan. Using an online survey with (792) postgraduate students who were chosen from a voluntary response sample. The study unveiled that various elements within the e-marketing mix significantly influence customer satisfaction with e-information services. The results of the study revealed significant positive relationships between e-product, e-pricing, and e-promotion with customer satisfaction (CSEIS). Additionally, there are significant negative relationships between e-place and CSEIS. the results highlighted the moderating role of technology turbulence in influencing these relationships. Specifically, technology turbulence negatively moderates e-product and e-place, while positively moderating e-pricing and e-promotion in their impact on CSEIS. All reported relationships are statistically significant based on the provided p-values, indicating the robustness of the observed effects.