The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

Abstract

<p>The intent of this research is to scrutinise the impact of digital marketing strategies applied by marketers in the automotive industry in Malaysia in aiding consumers to make purchase decisions. In reality, marketers know that digital marketing strategies alone will not lead to consumers’ purchase decisions because not all consumers can be motivated by digitalisation. Another significant factor in influencing consumers’ purchase decisions is relationship marketing strategies. Therefore, the interceding impact of relationship marketing strategy between digital marketing strategy and consumers’ purchase decisions was analysed in this study to support the research hypothesis. A total of 605 marketers employed in the automotive industry furnished the data for this study. Moreover, in-depth literature was reviewed to expose the association between digital marketing strategies, relationship marketing strategies, and consumers’ purchase decisions. The findings of this research indicated a statistically significant relationship between digital marketing strategy and relationship marketing strategy as well as consumers’ purchase decisions. Conclusively, the hypothesis is supported by data and illustrated that relationship marketing strategy statistically mediates the relationship between digital marketing strategy and consumers’ purchase decisions in the automotive industry in Malaysia. Furthermore, this research also proves that marketers who utilise all avenues of digital marketing strategies will be able to communicate and build a robust relationship with consumers, which leads to positive consumers’ purchase decisions. In conclusion, digital marketing strategies with the interceding relationship marketing strategies can influence consumers to make a favourable purchase decision that benefits marketers, consumers, and the automotive industry in Malaysia.</p><p> </p><p>JEL: M10; M30; M31; L62</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0974/a.php" alt="Hit counter" /></p>

An Analysis of the Factors That Impact the Customers’ Satisfaction on Online Food Delivery Services in Petaling Jaya, Selangor, Malaysia

“…Customer satisfaction studies have been common for a while, and authors like (Kanapathipillai & Kumaran, 2022;Nicholls et al, 1998) have even gone so far as to create scales for assessing the same. Most of these studies are centered on brick-and-mortar stores, even though a substantial study has assessed satisfaction in numerous aspects (Qin, et al, 2010) in Serbia (Vasic et al, 2018) in the context of online shopping.…”

“…Previous research has been conducted on this topic, but it was primarily conducted during the Covid-19 pandemic, as stated by (Kanapathipillai & Kumaran, 2022). As we know, the usage of OFD service peaked during the Covid-19 pandemic due to the movement control order (Pandey et al, 2019).…”

“…Customer satisfaction is a metric that evaluates how satisfied customers are with a business's products, services, and capabilities. Information on customer satisfaction, such as surveys and ratings, can aid a firm in determining how to enhance or adjust its products and services (Kanapathipillai & Kumaran, 2022;Allen et al, 2017) The primary goal of any business should be to please its clients. This holds true for manufacturing enterprises, retail and wholesale businesses, government agencies, service businesses, nonprofit organizations, and every subgroup within a company (Kanapathipillai & Kumaran, 2022;Maharjan, 2014).…”

“…Customers worldwide need simple services and goods that can help them simplify their everyday lives in this chaotic age (Kanapathipillai & Kumaran, 2022). People used to have to dine at restaurants or order takeout, but today OFD businesses provide convenience and have transformed customer behavior.…”

“…Furthermore, the rise of internet delivery services is aided by the ongoing advancement of technology. Customers' satisfaction is influenced by advances in application interface design, welcoming websites, and mobile applications, easy-to-use, stunning images, rapid access, selection, and payment (Kanapathipillai & Kumaran, 2022).…”