The Impact of Digital Marketing Success on Customer Loyalty

Abstract

Customer loyalty is often seen as one of the decisive factors in determining the fate of organizations. In the age of digitization, organizations should think of advanced strategies to increase their competitiveness and market share by employing the potential of digital content and enhancing their digital capabilities. Recently, many digital media have appeared available to organizations to build their brand, reach their target customers and retain them, and promote their products. Digital media represented a real revolution that made it difficult for organizations to survive in the business environment without investing in these means. Therefore, the aim of the study is twofold: 1) to explore the effects of digital content marketing and digital marketing capabilities on digital marketing success; 2) to investigate the impact of digital marketing success on customer loyalty. This research was conducted on a sample of online restaurant customers through a questionnaire distributed to 187 customers. IBM SPSS 25.0 and AMOS 22.0 were used as the main programs for analysing the collected data from 165 online restaurant customers. Structural equation modelling was applied to test the research’s hypothesized effects. The results indicated that digital content marketing and digital marketing capabilities had significant effects on digital marketing success based on the perspectives of online restaurant customers in Jordan. Moreover, digital marketing success substantially impacted customer loyalty of online restaurant customers in Jordan. It was concluded that for organizations to ensure a positive effect of digital marketing on customer loyalty, more attention should be paid to critical factors such as digital content and digital capabilities. The study calls for researchers to explore more factors affecting the success of digital marketing. It informs marketing managers that customer loyalty in the digitization era depends on the ability to create, communicate and deliver digital content using digital technologies and the quality of digital content and capabilities that deliver customer value.

The Current State of Digital Marketing in China's Beauty Industry and The Targeted Strategies

“…In such a digital era, companies are beginning to employ digital marketing strategies to harness the potential of digital content and enhance their digital capabilities to increase their competitiveness and market share. Various digital media have emerged as a way for companies to build their brands, reach their target customers and try to convert them into customers [2]. The new form of digital marketing breaks away from the traditional marketing approach of promoting the brand through television media, outdoor billboards and other communication methods.…”

The Role of E-commerce as an Innovative Solutions in the Development of the Saudi Economy

“…The pandemic has highlighted the need for e-commerce companies to be able to quickly and efficiently fulfil orders for essential items such as medicine. (Mohammad, 2022). The e-commerce sector has experienced significant growth in the food and medicine sectors, particularly during the COVID-19 pandemic.…”

Pengenalan Digital Marketing Bagi Siswa PKBM Kartika di Kecamatan Pengadegan Kabupaten Purbalingga

“…yang mengacu pada teknologi yang digunakan oleh konsumen, dan mencakup komputer desktop dan laptop, smartphone, dan tablet, serta menggunakan saluran digital meliputi mesin pencari seperti Google dan Yahoo, jejaring sosial, situs web perusahaan sendiri, dan email (Chaffey & Ellis-Chadwick, 2019). Dalam era digitalisasi saat ini, pelaku usaha harus memikirkan strategi untuk meningkatkan daya saing dan pangsa pasarnya dengan memanfaatkan potensi konten digital dan meningkatkan kapabilitas digital (Anber Mohammad, 2022). Menurut Coriani dalam Magdalena et al (2022), digital marketing merupakan alat untuk berkomunikasi antara perusahaan dan konsumen, perusahaan dapat menyampaikan pesan kepada konsumen secara online, dan dapat mengurangi biaya manajemen.…”