An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia
The goal of this study is to evaluate the way digital marketing (DM) works in increasing customer satisfaction (CS) and brand loyalty (BL) at the Saudi Arabian Restaurants. The study uses 7 variables for analysis such as Service quality satisfaction (SQS) Digital engagement satisfaction (DE...
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2023-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol7/ijdns_2023_134.pdf |
| _version_ | 1797740588450185216 |
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| author | Mohammad Zulfeequar Alam |
| author_facet | Mohammad Zulfeequar Alam |
| author_sort | Mohammad Zulfeequar Alam |
| collection | DOAJ |
| description | The goal of this study is to evaluate the way digital marketing (DM) works in increasing customer satisfaction (CS) and brand loyalty (BL) at the Saudi Arabian Restaurants. The study uses 7 variables for analysis such as Service quality satisfaction (SQS) Digital engagement satisfaction (DES) Recommendation Likelihood (RL) Digital Promotions (DP) Online Presence Perception (OPP) Promotions Effectiveness (PE) Social Media Engagement (SME). Data from customers using digital media has been gathered through questionnaires. 410 respondents provided the data, which was then examined using SPSS and AMOS. The study will give management the knowledge they need to modify procedures and train employees in order to satisfy customers and promote BL. Future research can be done across several corporate sectors and cultural contexts. The premise for this study is provided by this paper, which also offers managers useful guidance regarding how to train employees to increase consumer satisfaction and BL. |
| first_indexed | 2024-03-12T14:14:33Z |
| format | Article |
| id | doaj.art-6e938ebefa944bb8922a79fc6b65bb70 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-03-12T14:14:33Z |
| publishDate | 2023-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-6e938ebefa944bb8922a79fc6b65bb702023-08-20T19:09:34ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562023-01-01741493150410.5267/j.ijdns.2023.8.013An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi ArabiaMohammad Zulfeequar Alam The goal of this study is to evaluate the way digital marketing (DM) works in increasing customer satisfaction (CS) and brand loyalty (BL) at the Saudi Arabian Restaurants. The study uses 7 variables for analysis such as Service quality satisfaction (SQS) Digital engagement satisfaction (DES) Recommendation Likelihood (RL) Digital Promotions (DP) Online Presence Perception (OPP) Promotions Effectiveness (PE) Social Media Engagement (SME). Data from customers using digital media has been gathered through questionnaires. 410 respondents provided the data, which was then examined using SPSS and AMOS. The study will give management the knowledge they need to modify procedures and train employees in order to satisfy customers and promote BL. Future research can be done across several corporate sectors and cultural contexts. The premise for this study is provided by this paper, which also offers managers useful guidance regarding how to train employees to increase consumer satisfaction and BL.http://www.growingscience.com/ijds/Vol7/ijdns_2023_134.pdf |
| spellingShingle | Mohammad Zulfeequar Alam An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia International Journal of Data and Network Science |
| title | An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia |
| title_full | An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia |
| title_fullStr | An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia |
| title_full_unstemmed | An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia |
| title_short | An investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels/ restaurants sector in Saudi Arabia |
| title_sort | investigation on the use of digital marketing towards the customer satisfaction and brand loyalty of hotels restaurants sector in saudi arabia |
| url | http://www.growingscience.com/ijds/Vol7/ijdns_2023_134.pdf |
| work_keys_str_mv | AT mohammadzulfeequaralam aninvestigationontheuseofdigitalmarketingtowardsthecustomersatisfactionandbrandloyaltyofhotelsrestaurantssectorinsaudiarabia AT mohammadzulfeequaralam investigationontheuseofdigitalmarketingtowardsthecustomersatisfactionandbrandloyaltyofhotelsrestaurantssectorinsaudiarabia |