The current study focused on examining the role of TQMk (Total Quality Marketing) in increasing the effectiveness of e-marketing within Jordanian telecommunication sector; TQMk included variables of service quality, market orientation and the customer-focused approach. A quantitative approach was adopted through utilizing a questionnaire, which was distributed to 18 marketing and project managers within Jordanian telecommunication organizations (Zain, Umniah and Orange). Results of the study indicated that TQMk can have an influence in increasing the effectiveness and efficiency of e-marketing solutions within the organization and mainly within the social marketing and electronic marketing departments, through developing the variable of the customer-focused approach, which has the deepest influence on e-marketing approach’s effectiveness; it was followed by an influence of service quality, and the least influential factor was market orientation. The study recommended focusing on clients within the targeted markets through different aspects, including price, new products acceptance, customer behavior and purchase decision motivators.

中文翻译：

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TQMk在提高约旦电信行业电子营销效率中的作用

当前的研究重点是研究全面质量营销（TQMk）在提高约旦电信行业电子营销有效性方面的作用；TQMk包括服务质量，市场定位和以客户为中心的方法的变量。通过使用调查表采用了一种定量方法，该调查表已分发给约旦电信组织（Zain，Umniah和Orange）内的18个营销和项目经理。研究结果表明，通过开发以客户为中心的方法的变量，TQMk可以对提高组织内部（主要是社会营销和电子营销部门）电子营销解决方案的有效性和效率产生影响。对电子营销方式有效性的最深影响；其次是服务质量的影响，影响最小的是市场导向。该研究建议通过不同方面关注目标市场中的客户，包括价格，新产品接受度，客户行为和购买决策动机。