| Abstrakt: |
Customer satisfaction with products and services plays an important role in marketing. Customer satisfaction monitoring provides a basis for adopting important policies to survive in the competitive environment and plays an important role in this market. The present research examined the effect of digital marketing on customer satisfaction in the Online Stores. The research had a descriptive-correlational method and its statistical population consisted of the age group under 25 years of age who consumed Digikala goods in East Tehran. According to Morgan's table, 384 individuals were selected, and 392 individuals were selected using the nonrandom convenience method. Most of the respondents were in the age group of 13 to 18 (49.23%). The research tools included digital marketing and customer satisfaction questionnaires. Questionnaires were designed on the Porsline website, and the experts examined the face and content validity of both questionnaires and evaluated their construct validity and hypotheses using the confirmatory factor analysis with Smart-PLS 3 software. The research results indicated the effects of search engine optimization marketing (ß=0.461), content marketing (ß=0.384), social network marketing (ß=0.315), influencer marketing (ß=0.305), search engine marketing (ß=0.295), mobile marketing (ß=0.271), viral marketing (ß=0.250), and email marketing (ß=0.220) on the customer satisfaction under the age group of 25 years. According to the results, marketing managers are suggested to strengthen customer satisfaction using the mechanisms considered in various marketing communications. [ABSTRACT FROM AUTHOR] |
