Abstract
The purpose of this study is to explore the marketing strategies for the introduction of Beacons technology applications (BLE) technology in businesses and how it can convert potential clients into satisfactory and loyal customers. Open innovation is the pathway to taking businesses to the next level with the help of and introduction to BLE technology contributions. Companies are flexible towards adopting new technologies to make sure that their marketing strategies are working positively. Global Village Dubai was the market that we targeted to study the customers’ needs and wants. This was done through 138 questionnaires distributed among 159 stores that met our research criteria. We used ANOVA through the SPSS program for analysis of the data. The results supported all our hypothesis of the study, which means there is a positive and strong relationship of adopting BLE technology on customers’ satisfaction which leads towards customers’ loyalty, making them stick to the brand for long term. The results of our research revealed that Beacons technology applications have positively influenced marketing strategies which in turn have impacted customer satisfaction and loyalty. The proximity marketing is the best strategy developed in lieu of open innovation. Future studies are welcomed for analyzing the same model in perspective of other markets for clearer advocacy of the hypothesis that proximity marketing is the marketing strategy that helps in customers’ happiness leading towards their loyalty.
Highlights
The aim of this research is shedding light on the open innovations’ applications and their use in business operations (Alameeri, Alshurideh, & Al Kurdi 2021; Nuseir, Aljumah, & Alshurideh 2021; Obeidat et al 2021)
This research discusses in detail how on one hand, applications of Beacons technology would serve proximity marketing operations
The way Bluetooth technology has positively influenced marketing techniques has been changed by open innovation, which has provided easy-to-use, adaptable, and successful marketing tactics
Summary
The aim of this research is shedding light on the open innovations’ applications and their use in business operations (Alameeri, Alshurideh, & Al Kurdi 2021; Nuseir, Aljumah, & Alshurideh 2021; Obeidat et al 2021). To expand the understanding of how Beacons technology may affect consumer satisfaction and loyalty (Alzoubi, Alshurideh, and Ghazal 2021). This research discusses in detail how on one hand, applications of Beacons technology would serve proximity marketing operations. To properly comprehend all of the complicated aspects, this technology is investigated further by first understanding the distinction between beacon technology and conventional Bluetooth technology. The way Bluetooth technology has positively influenced marketing techniques has been changed by open innovation, which has provided easy-to-use, adaptable, and successful marketing tactics
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