Abstract:

This study focuses on the telecommunications field and how it has utilized e-marketing to meet customer needs and achieve their satisfaction by enhancing customer service quality. The study aimed to identify the level of general e-marketing policies followed by telecommunications companies in the State of Kuwait, as well as the main aspects that constitute these policies. This was done by examining the relationship between e-marketing and the quality of customer service provided by Kuwaiti telecommunications companies. Additionally, the study investigated the impact of demographic factors on the general e-marketing policies followed by telecommunications companies in the State of Kuwait and their main pillars.

The results of the study showed that there was no significant difference in the scores of the pillars: providing a database - research and development - security - customer service quality, attributed to demographic factors (gender - age - educational qualification - income). The only pillar that showed significant differences in the scores attributed to the educational qualification variable was the marketing strategy pillar. Half of the sample indicated that the prevailing level of the general e-marketing policy followed by telecommunications companies in the State of Kuwait is the average level. And that telecommunications companies have low marketing strategies.