The impact of digital marketing on customer loyalty in online businesses

Ava Mohseni¹ Alireza Ansari²

1) PhD Candidate in Business Administration (Marketing), International Kish Campus, Islamic Azad University, Kish Island, Iran.
2) PhD Candidate in Business Administration (Marketing), Central Tehran Branch, Islamic Azad University, Tehran, Iran.

IOI Code : AAGK-ABCGBB
Publication : 4th International Conference on Researches in Accounting, Economics, Management & Humanities(meaconf.com/4th)
Abstract :
    The fierce competition in today s world has forced marketers to focus more on loyal customers by providing value, high profitability and customer loyalty in today s competitive market is essential. In fact, customers switch to another company with the slightest dissatisfaction with the services. Intensifying competition around the world has made it difficult to retain customers and their loyalty. As a result, studying online business is essential and marketers use the capabilities of digital technology. The philosophy of the present study is based on positivism with the aim of examining the effect of digital marketing on customer loyalty in online businesses. The research approach in this study is deductive. To collect data, an adapted standard questionnaire of digital marketing and customer loyalty was used. The present study is quantitative. The sampling method in this study is random. This questionnaire consists of 12 items and measures different dimensions of digital marketing (such as digital interaction, online content, digital communication and customer experience) and customer loyalty (such as repurchase intention, recommendation to others and brand commitment). The validity and reliability of this tool have been confirmed in previous studies. The analysis of the collected data will be performed using SPSS software, and descriptive and inferential statistical tests will be used to examine the relationships between variables and test the research hypotheses. The results show that as the level of education increases, the positive attitude towards the effectiveness of digital marketing is also strengthened. This finding indicates the role of analytical knowledge and awareness in better understanding the functions of digital marketing. There is also a significant difference between the views of men and women, with men having a slightly more positive attitude towards the role of digital marketing in customer loyalty. This difference could be due to different patterns of digital consumption and the level of interaction with technology.

Keywords : digital marketing customer loyalty online business