What is the scope of customer satisfaction in online marketing?
Research Question
Academic Insights
The scope of customer satisfaction in online marketing encompasses various factors including e-marketing activities, perceived value, e-CRM, and social media marketing, all of which significantly influence customer satisfaction and loyalty.
Key Insights
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E-Marketing and Customer Satisfaction:
- E-marketing activities have a significant effect on customer satisfaction but do not directly generate customer loyalty. Customer satisfaction, however, has a significant effect on customer loyalty .
- The perceived value mediates the relationship between e-marketing and both customer satisfaction and loyalty .
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Social Media Marketing:
- Social media marketing significantly affects both e-commerce consumer satisfaction and loyalty. Satisfaction, in turn, significantly affects consumer loyalty .
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E-CRM and Digital Marketing:
- E-CRM activities, including e-marketing, e-sales, e-support, and e-system, have a significant positive impact on e-customer satisfaction. E-marketing and e-sales also positively influence e-loyalty, while e-support and e-system do not .
- E-customer satisfaction mediates the link between e-CRM activities and e-loyalty .
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10-Minute Delivery Service:
- In the online grocery delivery industry, factors such as app interface, grocery quality, delivery service, and customer support significantly enhance customer satisfaction. There is a strong association between customer satisfaction and loyalty in this context .
Conclusion
The scope of customer satisfaction in online marketing is broad and multifaceted, involving various elements such as e-marketing, social media marketing, and e-CRM activities. These factors collectively influence customer satisfaction and loyalty, with perceived value and customer support playing crucial mediating roles.
The mediating role of the perceived value on the relationships between customer satisfaction, customer loyalty and e-marketing
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