As part of its commitment to sustaining the educational process despite the difficult circumstances in the Gaza Strip, Israa University – Palestine held a master's thesis defense for Mohammed Ali Mousa Al-Jarjawi, a student from the Faculty of Administrative and Financial Sciences.
The student was awarded the Master’s degree in Business Administration by the Deanship of Graduate Studies for his thesis titled:
“The Mediating Role of Brand in the Relationship Between E-Marketing and Customer Satisfaction” — a field study on Palestinian travel and tourism companies.
The defense committee consisted of:
- Dr. Samar Rajab Atallah (Supervisor and Chair),
- Dr. Mahmoud Joudat Faris (Co-supervisor),
- Dr. Badr Hamdan (Internal Examiner),
- Dr. Samah Abu Asab (External Examiner).
The discussion was conducted in a distinguished academic atmosphere, during which the researcher presented the details of his study. The event was attended by:
- Dr. Alaa Matar, Acting President of the University,
- Dr. Ahmad Al-Hasayna, Dean of the Faculty of Administrative and Financial Sciences,
- Dr. Nahid Hejazi, Dean of Graduate Studies,
- Dr. Monia Mazeed, Dean of Scientific Research.
The study aimed to examine the mediating role of branding in the relationship between e-marketing and customer satisfaction within Palestinian tourism companies. It adopted a descriptive-analytical methodology to analyze the data.
The findings revealed a moderate level of agreement among respondents regarding the application of e-marketing in Palestinian travel and tourism companies, with a relative weight of 62.45%. Similarly, a moderate level of customer satisfaction was reported, with a relative weight of 63%.
The study concluded with a set of important recommendations, notably: forming a joint committee among Palestinian travel and tourism companies to enhance integration between e-marketing dimensions, customer satisfaction, and brand identity. It also emphasized the need to expand service delivery through electronic platforms.