Understanding the Relationship Between Electronic Word-of-Mouth (E-WOM) and Customer Retention in the Jordanian Telecommunications Industry

Abstract

This research seeks to explore the influence of social media viral marketing factors on customer retention within the Jordanian telecommunications sector, specifically focusing on Umniah Company. An online survey was conducted, collecting data from 418 participants, which was subsequently analyzed through structural equation modeling (SEM) using AMOS 23 and SPSS 23 software. The overall results of the study underscore the significant role that social media viral marketing factors play in enhancing customer retention in the Jordanian telecommunications industry. More specifically, the findings revealed a strong correlation between electronic word-of-mouth (E-WOM) and customer retention. Notably, E-WOM was identified as the most influential factor in fostering customer loyalty.