The objective of this study is to assess the influence of digital marketing agility on public satisfaction within the Greater Amman Municipality. The study focused on the independent variable of digital marketing agility and the dependent variable of public satisfaction. The descriptive analytical method is chosen as it is deemed appropriate for the study's nature. Data collection was conducted through the use of a questionnaire, and a sample size of 550 individuals from the public of the Greater Amman Municipality was selected. The researchers utilized the AMOS program to employ suitable statistical methods. The study revealed a statistically significant impact of digital marketing agility dimensions (namely, opportunity exploration, opportunity exploitation, and marketing flexibility) on public satisfaction. Furthermore, there was a positive correlation observed between marketing agility dimensions and public satisfaction. As a result, the study recommends enhancing the municipality's capacity to adapt to rapid changes in the digital marketing landscape by implementing advanced digital marketing strategies to improve marketing flexibility.

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The Impact of Digital Marketing Agility on Customer Satisfaction in Greater Amman Municipality, Jordan: A Field Study

  • Mustafa S. Al-Shaikh,
  • Ann S. Al-Madanat

摘要

The objective of this study is to assess the influence of digital marketing agility on public satisfaction within the Greater Amman Municipality. The study focused on the independent variable of digital marketing agility and the dependent variable of public satisfaction. The descriptive analytical method is chosen as it is deemed appropriate for the study's nature. Data collection was conducted through the use of a questionnaire, and a sample size of 550 individuals from the public of the Greater Amman Municipality was selected. The researchers utilized the AMOS program to employ suitable statistical methods. The study revealed a statistically significant impact of digital marketing agility dimensions (namely, opportunity exploration, opportunity exploitation, and marketing flexibility) on public satisfaction. Furthermore, there was a positive correlation observed between marketing agility dimensions and public satisfaction. As a result, the study recommends enhancing the municipality's capacity to adapt to rapid changes in the digital marketing landscape by implementing advanced digital marketing strategies to improve marketing flexibility.