A Study on Consumer Satisfaction towards Digital Marketing

Abstract

Embracing digital world has become mandatory for almost everyone. This is imperative since India’s power of consumption is colossal as India’s population exceeds 600 million. The huge Indian market is dominated by majority of youngsters. India is also known for its increased internet usage which paves a way to many marketers and dealers for enhancing their business and finding profit. The ubiquitous nature of digital marketingthus necessitates a novel approach in order to understand the concept of customer satisfaction. Thus, this paper aims to determine the effect of digital marketing on customer satisfaction by identifying its advantages and disadvantages along with the factors influencing the digital marketing and customer satisfaction. Questionnaire approach was employed and IBM SPSS V. 23.0 was used for analysis. Statistical techniques used comprised of simple percentage, reliability statistics, correlation analysis and then Structural Equation Modeling (SEM) was adopted. Findings showed that customers prefer Digital marketing when compared to direct marketing thereby proving that digital marketing has a positive effect on customer satisfaction in the Bangalore city.This research also suggests that strategies must be introduced for integrating mobile marketing with other media of digital marketing in order to increase the overall business performance as well as customer satisfaction.