E-Personalization and E-Customization Model for Enhancing E-Customer Satisfaction in the Case of Covid-19: Empirical Evidence from Banking Sector in Jordan


  • Adel Odeh AL-Hashem
  • Mohamad Mohamad Al-Laham
  • Ammar Khader Almasri


E-personalization, E-customization, E-customer satisfaction


Coronavirus pandemic has opened new business models for the banking, sector to come up with new products or services that would support the growth of the economy. Nowadays, electronic business enables business firms to use new business models including e-personalization and e-customization. The purpose of this study is to investigate the role of e-personalization and e-customization in achieving e-customer satisfaction. Descriptive-analytical approach was used to answer the study questions and test its hypotheses using PLS "V. 3" and SPSS v23. A total of (887) questionnaires were valid for analysis out of (920) questionnaires distributed randomly in (13) banks in Amman-Jordan from the customer perspective. The findings revealed that there was a significant positive impact of e-personalization and e-customization on e-customer satisfaction. Thus, the study concluded that the Jordanian banking sector should invest heavily in innovative business models during Covid-19 which are enabled by electronic business platforms to enhance e-customer satisfaction.


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How to Cite

AL-Hashem, A. O. . ., Al-Laham, M. M. ., & Almasri, A. K. (2022). E-Personalization and E-Customization Model for Enhancing E-Customer Satisfaction in the Case of Covid-19: Empirical Evidence from Banking Sector in Jordan. Jordan Journal of Business Administration, 18(2). Retrieved from https://jjournals.ju.edu.jo/index.php/JJBA/article/view/33