Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation
Summary. This study examines how Bluetooth Low Energy (BLE) beacon technology affects marketing strategies and customer loyalty in retail settings. Researchers surveyed 138 customers across 159 stores in Dubai's Global Village and found that adopting BLE technology through open innovation significantly improves customer satisfaction and loyalty. Proximity marketing emerged as the most effective strategy for converting potential customers into loyal brand advocates.
Cite this article
Alzoubi, H. M., Alshurideh, M. T., Kurdi, B. A., Akour, I., & Azi, R.. (2022). Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation. International Journal of Data and Network Science. https://doi.org/10.5267/j.ijdns.2021.12.009
Alzoubi, Haitham M., et al. “Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation.” International Journal of Data and Network Science, 2022. https://doi.org/10.5267/j.ijdns.2021.12.009.
Alzoubi, Haitham M., Muhammad Turki Alshurideh, Barween Al Kurdi, Iman Akour, and Ramsha Azi. 2022. “Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation.” International Journal of Data and Network Science. https://doi.org/10.5267/j.ijdns.2021.12.009.
@article{alzoubi-2022-does-ble-technology-contribute-towards,
title = {Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation},
author = {Haitham M. Alzoubi and Muhammad Turki Alshurideh and Barween Al Kurdi and Iman Akour and Ramsha Azi},
journal = {International Journal of Data and Network Science},
year = {2022},
doi = {10.5267/j.ijdns.2021.12.009},
url = {https://doi.org/10.5267/j.ijdns.2021.12.009}
}
TY - JOUR TI - Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation AU - Haitham M. Alzoubi AU - Muhammad Turki Alshurideh AU - Barween Al Kurdi AU - Iman Akour AU - Ramsha Azi JO - International Journal of Data and Network Science PY - 2022 DO - 10.5267/j.ijdns.2021.12.009 UR - https://doi.org/10.5267/j.ijdns.2021.12.009 ER -
Details
- DOI
- 10.5267/j.ijdns.2021.12.009
- Countries
- United Arab Emirates
- Categories
- broadband-and-digital, entrepreneurship, general-innovation
- Added
- 2026-04-28