Page 28 - IMDR JOURNAL 2023-24

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

Based on my best knowledge, there are very few empirical studies that attempted to investigate the impact of
the different dimensions of digital marketing (website features, information quality, interactivity, participation,

cognition, purchase intent) on the relationship between customer satisfaction and loyalty.

Objectives

 To find the impact of digital marketing dimensions, website features, information quality, interactivity,
participation, and purchase intent on customer engagement.

 To relate customer satisfaction with customer loyalty.

Literature review

Online retail
Research began into online retailing since internet has adopted all over world. The interactive nature of internet

offers many opportunities to buyers for online shopping (Alba, 1997).Undoubtedly, customers now use

internet for every purpose like entertainment, selling, buying etc. these media provide tremendous opportunity
to the marketer to exploit internet offerings for successful in virtual market. (Ajzen, 1985). There are many

new dimensions in marketing 5.0 age, which is describe below:
Website features

A website is a place where company put their all kind of information and offer their products/ services and

customer interact with them on World Wide Web. Website features forms an interaction between human and
computer. Website features crater user experiences. According to (Anil Bilgihan, 2015), website features are

important for online relationships between customers and the marketer. It should be easily navigated and
convenient for the customers who shop online. A unique features of web designs helps the customers to make

purchase decision. (C.Grange, 2010) Significantly stated that technical features are responsible for user
experiences and is the source of competitive advantage for the companies. (Tzeng, 2021)Stated that websites

that deliver quality information about product or service positively led to consumer satisfaction.

Information quality
A customer's preferences are always based on the information they understand about the product or service.

(Shodiq, 2018) emphasized the importance of information quality in satisfying clients online in his study. He
clearly stated that the web- design and the quality of information on website affect customer satisfaction.

According to (Jun, 2013) all apparatuses of information quality, except pricing information quality, were
exposed to be strongly connected to consumer happiness. Customers, today does not shop with just one click,

they also read, evaluate all the information available on the websites of the company, whether its price or the

rankings given by former buyers. Customer reviews are the main component of purchase decision. (Huimin
Tan, 2018). According to (Han, 2007) Low-quality content on a company's website or app can lead to client

dissatisfaction and decreased sales. Information is big decisive factor in the customer buying decision process.