The Effect Of Digital Marketing On Customer Satisfaction Of Online Stores.
Customer satisfaction with products and services plays an important role in marketing. Customer satisfaction monitoring provides a basis for adopting important policies to survive in the competitive environment and plays an important role in this market. The present research examined the effect of d...
| Publicado en: | Journal of Namibian Studies Vol. 37; pp. 903 - 922 |
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| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Society of Cultural Studies & Social Sciences
2023
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=179290215&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 179290215 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 18635954 G5EZ jtl: Journal of Namibian Studies issn: 18635954 maglogo: N pubinfo: dt: 2023 vid: 37 pid: 92471 pub: Society of Cultural Studies & Social Sciences artinfo: ui: 179290215 ppf: 903 ppct: 19 formats: tig: atl: The Effect Of Digital Marketing On Customer Satisfaction Of Online Stores. aug: au: Ranjbar, Samira Eftekhari Vares, Hamed affil: Master of Business Administration-strategy, Tabriz University, Tabriz, Iran Associate Professor, Department of Strategy and Business Policy, School of Management, University of Tehran, Tehran, Iran su: Search engine optimization Communication in marketing Viral marketing Confirmatory factor analysis Marketing Customer satisfaction sug: subj: Search engine optimization Communication in marketing Viral marketing Confirmatory factor analysis Marketing Customer satisfaction keyword: Customer Satisfaction Digital Marketing Structural-equation modeling ab: Customer satisfaction with products and services plays an important role in marketing. Customer satisfaction monitoring provides a basis for adopting important policies to survive in the competitive environment and plays an important role in this market. The present research examined the effect of digital marketing on customer satisfaction in the Online Stores. The research had a descriptive-correlational method and its statistical population consisted of the age group under 25 years of age who consumed Digikala goods in East Tehran. According to Morgan's table, 384 individuals were selected, and 392 individuals were selected using the nonrandom convenience method. Most of the respondents were in the age group of 13 to 18 (49.23%). The research tools included digital marketing and customer satisfaction questionnaires. Questionnaires were designed on the Porsline website, and the experts examined the face and content validity of both questionnaires and evaluated their construct validity and hypotheses using the confirmatory factor analysis with Smart-PLS 3 software. The research results indicated the effects of search engine optimization marketing (ß=0.461), content marketing (ß=0.384), social network marketing (ß=0.315), influencer marketing (ß=0.305), search engine marketing (ß=0.295), mobile marketing (ß=0.271), viral marketing (ß=0.250), and email marketing (ß=0.220) on the customer satisfaction under the age group of 25 years. According to the results, marketing managers are suggested to strengthen customer satisfaction using the mechanisms considered in various marketing communications. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y dt: @attributes: year: 2023 holdings: @attributes: islocal: N |
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