Page 27 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

association between the digital marketing dimensions and customer satisfaction and loyalty. This research also
shows that engaged customers are satisfied customers and became loyal. This study is valuable for retail stores

that want to launch on the Internet as well as those who are already survivors in this industry.

Introduction

This is a technological age. The Internet is a new medium for entertainment, socializing, and conducting
business. Customers are growing more demanding and unsatisfied as a result of the internet's impact on their

lives in the twenty-first century. Companies have had to adjust their strategies to meet these changing customer

needs. With the rise of the Internet, customers interact with retailers through digital mediums (Grewal, 2016).
Customers now buy every item with just one click, without leaving their home or office, without standing in

a queue or searching for products. Therefore, companies have had to create strategies to remain successful in
the ever-evolving market, and to meet the needs of modern customers, the adoption of digital marketing

becomes necessary.
In today's digital age, traditional marketing is no longer the only way to get your message out. Due to Internet

there is extreme level of cutthroat competition in the market. Many online retailers leverage digital marketing

strategies to offer a plethora of gains and suitability to their customers and get higher conversion rates. Digital
marketing is an effective way to reach out to potential customers. The process of adopting internet-based

promotional activities and selling products through electronic media is known as digital marketing. (Ramesh.,
2020). Digital marketing is used to create awareness about a product or service by leveraging the power of the

internet. It also helps online retailers cost-effectively promote their products and services. This makes it easier
for companies to measure ROI and optimize their strategies accordingly (Syed Sardar Muhammad, 2021).

Customer behavior research is gnarly in a digital environment. In Internet marketing, identifying customer

journey segments becomes more complex (Verhoeven, 2017). Businesses can gain insights into consumer
behavior by analyzing consumer behavior. Companies can use this customer behaviour research information

to adjust their strategies accordingly, ensuring that they are meeting the needs of their customers. This can

help to create better customer experiences and increase sales. As per the report submitted by (Marketing
Science Institute, 2018), it is increasingly important to consider the roots of loyalty throughout the consumer

journey, the engaged customers are most satisfied customers with the brand. Following some studies, there is
a substantial link between consumer satisfaction and loyalty (Bowen, 2001; Heskett, 2002; Duffy, 1998). An

increasing number of businesses with happy consumers gain loyal customers. and devoted customers are the
company's most valuable asset; they will boost goodwill, which boosts sales and ROI. Thus, to keep customers,

businesses should prioritize their satisfaction. This can be achieved by offering top-notch customer support,

paying attention to client input, and promptly handling consumer questions. Companies should also make an
effort to build relationships with their customer base, perhaps by using loyalty programs.