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2024 | OriginalPaper | Chapter

Enhancing Public Satisfaction: The Impact of Interactive Marketing in Social Institutions (the UAE Ministry of Community Development)

Authors : Noora Ahmad Youssef, Mokhtar Elareshi, Mahmoud Alghizzawi, Mohamed Habes, Abdulkrim Ziani, Samar Ben Romdhane

Published in: Technology: Toward Business Sustainability

Publisher: Springer Nature Switzerland

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Abstract

The chapter examines the relationship between interactive marketing and public satisfaction with social institution services in the UAE, focusing on the Ministry of Community Development. It delves into how digital communication technologies have revolutionized service provision and evaluation, particularly during crises like the COVID-19 pandemic. The study identifies key dimensions of interactive marketing, such as trust, commitment, service quality, problem-solving, two-way communication, and ease of use, and analyzes their impact on public satisfaction. A survey approach is employed to gather and analyze data from a sample of 250 individuals, revealing significant correlations between demographic characteristics, intensity of interactions, and satisfaction levels with the Ministry's services. The findings highlight the importance of interactive marketing in enhancing public satisfaction and provide valuable insights for improving service provision in social institutions.

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Title: Enhancing Public Satisfaction: The Impact of Interactive Marketing in Social Institutions (the UAE Ministry of Community Development)
Authors: Noora Ahmad Youssef
Mokhtar Elareshi
Mahmoud Alghizzawi
Mohamed Habes
Abdulkrim Ziani
Samar Ben Romdhane
Publisher: Springer Nature Switzerland
Book: Technology: Toward Business Sustainability
Print ISBN: 978-3-031-54008-0

Electronic ISBN: 978-3-031-54009-7

Copyright Year: 2024
DOI: https://doi.org/10.1007/978-3-031-54009-7_34

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