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Title: Data clustering analysis of the factors affecting Palestinian customers’ attitudes towards SMS advertising
Authors: Salem, Mohammed Z. 
Abudalfa, S. I. 
Baidoun, S. D. 
Keywords: Short Message Service - Data clustering analysis - Palestine;Customer services - Palestine;Advertising - Public opinion - Palestine;Consumers - Communication - Palestine;Entertainment;Informativeness;Irritation;Mobile advertising - Palestine
Issue Date: 2022
Publisher: Information Sciences Letters
Abstract: The aim of this article is to identify the factors affecting customer attitudes toward SMS advertising in the Palestinian banking sector using data clustering. A survey questionnaire was designed and distributed to collect primary data. In total 412 usable questionnaires were analyzed using data clustering. The findings reveal that relevancy, entertainment, informativeness, and creditability's have positive impact on the attitudes of the Palestinian customers towards the Banks’ SMS advertising. Data clustering, however, provided empirical evidence that most of the respondents are annoyed by the SMS advertising which requires developing policies and procedures at the bank level to get the customers consent (permission) to receive SMS advertisements prior to sending them to customers.
DOI: 10.18576/isl/110626
Appears in Collections:Fulltext Publications

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