The Role of Public Relations at Jawwal Palestine Telecommunications Company in Customer Relationship Management and Its Impact on Competitive Advantage from the Customers’ Perspective

Authors

• Ibrahim AkkaFollow
• Reham Snobaer, An-Najah National University - PalestineFollow

DOI

10.71220/2790-5616.1102

Abstract

This study aimed to examine the role of public relations in customer relationship management (CRM) and its impact on achieving competitive advantage at Jawwal Palestinian Telecommunications Company from the perspective of its customers in the West Bank. The study adopted a descriptive-analytical approach and utilized a questionnaire as the main data collection tool, distributed to a convenience sample of (400) Jawwal customers.

The study addressed five CRM dimensions practiced by public relations: information sharing, customer engagement, long-term partnership, customer participation in problem-solving, and the use of technology. The findings revealed a statistically significant positive impact of public relations’ role in CRM on achieving competitive advantage. All CRM dimensions recorded high mean scores, with the use of technology ranked first, followed by information sharing, customer engagement, long-term partnership, and customer participation in problem-solving.

The results confirmed that public relations at Jawwal play a strategic role in enhancing customer satisfaction and loyalty, thereby contributing to a sustainable competitive advantage in the Palestinian telecommunications market.

Recommended Citation

Akka, Ibrahim and Snobaer, Reham (2026) "The Role of Public Relations at Jawwal Palestine Telecommunications Company in Customer Relationship Management and Its Impact on Competitive Advantage from the Customers’ Perspective," Middle East Journal of Communication Studies: Vol. 6: No. 2, Article 1.
DOI: https://doi.org/10.71220/2790-5616.1102
Available at: https://mejcs.meu.edu.jo/home/vol6/iss2/1