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

Source: The Author

Conclusion
This study tries to add a new paradigm, as there has been negligible research in this area, by examining the

impact of digital marketing dimensions adopted by online retailers on customer satisfaction and loyalty. The
research established 7 hypotheses in this regard, and the discoveries show that all the hypotheses are supported

by output from data analysis. Outcomes indicated that website features, information quality, interactivity,
participation, cognition, and purchase intent are the weightiest variables in achieving customer engagement,

and customer satisfaction substantially impacts customer loyalty. Happiness among customers is critical to

building consumer loyalty. This is because pleased customers are more inclined to continue doing business
with a firm, suggest it to others, and become devoted brand ambassadors. Customers who are satisfied with

their initial purchase are more likely to make future purchases from the same company, increasing revenue
opportunities

Managerial Implication
This study covered many grounds in digital marketing and its impact on customer satisfaction, which will help

marketers better understand this relationship model. Marketers may benefit from this study by noting that
pleased customers are more likely to share their great experiences with friends and family, resulting in new

customers and increased revenue. It increases trust and credibility. Customers develop trust in a brand and its
products or services after having a positive experience with it. This increases their likelihood of remaining

loyal over time. Marketers also have to understand that digital marketing creates positive word-of-mouth

marketing. Making the website user-friendly and convenient, by reducing negative reviews or by enhancing
the interactivity leads to converting unsatisfied customers into potential new customers. It also leads to repeat

purchases Overall, companies should be centred on customer satisfaction, as it is essential for creating strong
relationships with consumers that result in lasting loyalty towards a brand or company. Marketers must also

recognize that digital marketing generates positive word-of-mouth marketing. Making the website more user-
friendly and convenient, by reducing negative reviews or increasing interactivity, results in the conversion of

dissatisfied customers into potential new customers. It also encourages repeat purchases. Overall, companies

should prioritize customer satisfaction because it is critical for developing strong relationships with customers
that result in long-term loyalty to a brand or company.

References
Banu, A. M., Rani, M. U., Malini, R., Idhayajothi, R., & Pavithra, G. (2014). A study on customer preference

towards online shopping with special reference to Tiruchirappalli district. International Journal of
Advanced Research in Management and Social Sciences, 205-214.