Loyalty
Description
This's the raw data used to examine the impact of various factors of new media marketing activities (NMAs) and their influence on brand trust and customer loyalty, focusing on Jordan Islamic Bank (JIB). It includes Goodness of fit results using Python Analysis
Files
Steps to reproduce
This study adopts a self-completion, with a cross-sectional survey design, to examine how new NMAs influence brand trust and customer loyalty in Islamic banking, JIB. Customers of JIB who have interacted with the bank through its official digital media platforms. These users were selected because their exposure to NMAs makes them relevant respondents for assessing digital engagement and loyalty. A convenience sampling approach was employed due to its practical efficiency and suitability for exploratory. While not probabilistic, this approach is commonly accepted in behavioral studies involving voluntary online participation. Data were conducted between September and October 2024. Notably, respondents were selected to ensure demographic representation in terms of gender, age, education, location, and employment status, reflecting the known characteristics of the banking sector. To reach a diverse sample, the survey link was distributed through JIB’s digital platforms, including email and social media channels. This method ensured broad accessibility and allowed participants to respond anonymously. A total of 354 valid responses were collected.
Institutions
- Yarmouk University