Please use this identifier to cite or link to this item:
http://hdl.handle.net/20.500.11889/8354
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. | URI: | http://hdl.handle.net/20.500.11889/8354 | DOI: | 10.18576/isl/110626 |
Appears in Collections: | Fulltext Publications |
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File | Description | Size | Format | |
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Data Clustering Analysis of the Factors Affecting Palestinian Customers’ Attitudes Towards SMS Advertising.pdf | 867.09 kB | Adobe PDF | View/Open |
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