The Effect of Digital Marketing Strategy on Customer and Organizational Outcomes

In the rapidly evolving landscape of Indonesian e-commerce, this research explores the intricate dynamics between customer personalization and its impact on customer loyalty. Positioned within a burgeoning market projected to exceed USD 95 billion by 2025, the study addresses the competitive challenges faced by e-commerce enterprises in retaining customers. Leveraging personalized content and interactions, the research delves into the mediating roles of customer engagement and customer satisfaction in shaping customer loyalty. Employing a quantitative approach, the research collected data through an online survey from individuals who made multiple purchases on Indonesian e-commerce platforms. The study's structural equation modeling analysis confirmed the hypotheses, indicating a significant positive influence of customer personalization on customer engagement and satisfaction, which, in turn, positively and significantly affects customer loyalty. The findings underscore the strategic importance of customer personalization in enhancing customer engagement and satisfaction and ultimately fostering customer loyalty in the Indonesian e-commerce context. The research contributes valuable insights for businesses aiming to utilize personalization initiatives. The recommendations emphasize the need for e-commerce brands to prioritize customer personalization strategies in their marketing efforts, providing personalized content and tailored initiatives to strengthen customer loyalty. Future research is encouraged to explore additional variables, such as customer trust, to further illuminate the determinants of customer loyalty in the context of Indonesian e-commerce.

PurposeThis study aims to examine the influence of human-agent service (HAS) and artificial intelligence-agent service (AIAS) on customer learning (CLR), customer immersive experience (CIE) and customer loyalty (CLY) within online service interactions. Additionally, the study investigates the moderating role of perceived interactivity (PI) and the mediating effect of CIE in translating CLR into loyalty.Design/methodology/approachStudy 1 employed a cross-sectional online survey conducted among 421 Indian online consumers using a non-probability sampling method. Participants who had prior interactions with both human and artificial intelligence (AI) service agents were included, and partial least squares structural equation modeling using SmartPLS 4.0 was applied for hypothesis testing. Study 2 utilized a controlled experimental design (N = 221) to examine the causal effect of AI service interactivity (low- vs high-interactivity conditions) on customer outcomes. The experiment was conducted using a between-subject design, and the results were analyzed using Hayes' PROCESS macro for mediation and moderation testing.FindingsStudy 1 results reveal that HAS and AIAS significantly impact CLR, which subsequently enhances CIE, leading to improved CLY. AIAS facilitates learning through automation and efficiency, whereas HAS fosters learning through personalization and empathy. The study confirms that CIE mediates the relationship between CLR and CLY, reinforcing the role of immersive engagement in building CLY. Additionally, PI moderates the relationships between HAS, AIAS and CLR, indicating that higher interactivity enhances CLR. Study 2 further demonstrates that increasing AI service interactivity positively influences CLR and CIE but does not have a direct impact on loyalty. Instead, learning and immersive experiences mediate the effect of AI interactivity on CLY intentions, emphasizing the importance of engagement and cognitive processing in AI-driven interactions.Practical implicationsService providers should integrate human and AI-powered interactions strategically to enhance CLR and foster loyalty. Human agents should emphasize emotional engagement, while AI services should focus on interactivity and personalization. Businesses should adopt hybrid service models that maximize customer satisfaction, engagement and long-term loyalty in digital service environments.Originality/valueThis study bridges the gap between human-agent and AI-agent service research by integrating service-dominant logic. It highlights the distinct yet complementary roles of AI and human agents in driving CLR and CIE, with PI playing a crucial moderating role. The findings contribute new insights into AI-human collaboration in digital service environments, offering empirical validation of AI interactivity effects on customer engagement and loyalty formation.

This article examines how customer engagement influences customer satisfaction, experience, trust, and loyalty in the context of mobile banking as well as the role of customer experience and trust as mediating variables in customer engagement with customer satisfaction and customer loyalty. For these purposes, a conceptual framework based on the content analysis of the previous studies was developed. The data for this research were collected from 406 customers using mobile banking services in Jordan. The responses are verified using structural equation modelling. Customer engagement positively influences customer trust and experience, while the impact of customer engagement on customer satisfaction and loyalty is partially mediated by customer trust. The study findings may aid future researchers in their quest in understanding the inherent relationships that lie between the constructs' questions and may provide a platform for banking managers in their efforts to improve their online banking customers satisfaction.

Purpose: This study investigates the impact of Service Quality on Customer Satisfaction and Loyalty in the e-commerce sector, emphasizing the mediating role of Customer Satisfaction. The research hypothesizes that improvements in Service Quality positively affect both Customer Satisfaction and Loyalty and that Customer Satisfaction mediates the relationship between Service Quality and Customer Loyalty. Research Design and Methodology: A quantitative research design was employed using Structural Equation Modeling (SEM) to examine the relationships among Service Quality, Customer Satisfaction, and Customer Loyalty. The sample consisted of 120 customers from CV Cipta Buana Irian, a printing company in the e-commerce sector, selected through accidental sampling. Data were collected via questionnaires and analyzed to test the proposed hypotheses, ensuring validity and reliability through statistical tests. Findings and Discussion: The results demonstrate that Service Quality significantly influences Customer Satisfaction and Loyalty. Moreover, Customer Satisfaction mediates the effect of Service Quality on Customer Loyalty, indicating that high Service Quality enhances Customer Satisfaction, which boosts Customer Loyalty. These findings align with previous research, highlighting the importance of Service Quality and Customer Satisfaction in fostering Customer Loyalty in e-commerce settings. Implications: The findings suggest practical and theoretical implications for e-commerce businesses focused on improving customer satisfaction and loyalty. Future research should explore diverse sectors and methodologies, such as longitudinal studies, to understand these dynamics better and consider the role of digital engagement strategies in e-commerce.

This study aimed to evaluate the impact of digital marketing on customers and business management in Zain Telecommunications Company in the Kingdom of Saudi Arabia. The study sought to achieve several objectives, most notably: determining the effect of digital marketing on customer engagement and loyalty, evaluating the effectiveness of digital marketing strategies used, measuring the impact of digital marketing on operational efficiency and profitability, and studying its effect on customer behavior and satisfaction. The study adopted a descriptive analytical approach, using two main tools for data collection: a questionnaire for employees and another for customers. The study sample consisted of 82 employees and 163 customers of Zain Telecommunications. The researcher used a five-point Likert scale in designing the questionnaires to measure the study variables. The results of the study showed a statistically significant positive effect of digital marketing on customer engagement and loyalty to Zain. It also demonstrated the effectiveness of digital marketing strategies used in achieving the company's marketing objectives. The results also indicated a positive impact of digital marketing on the company's operational efficiency and profitability. Regarding customer behavior, the study showed that digital marketing has a significant influence on purchasing decisions and customer preferences. The study also recorded high levels of customer satisfaction and loyalty to Zain's brand in light of the applied digital marketing strategies. Based on these findings, the study recommended that Zain should continue to develop and continuously improve its digital marketing strategies. It also suggested increasing investment in modern digital technologies and training employees on the latest digital marketing techniques. Finally, the study recommended conducting periodic research to understand changing customer needs and adapt marketing strategies accordingly.

The concept of service failure and service recovery have been largely addressed in the literature. The aim of this study is to examine the relationship between perceived justice, customer engagement, customer satisfaction, and customer loyalty in the context of service recovery. This study also considers the moderating role of apology and diuwongke, a Javanese-Indonesian philosophy for treating others with dignity and respect, as a condition that can strengthen or weaken the influence of the variables. The population of this study is customers of three large state-owned banks in two provinces in Indonesia, with the number of samples of 430 respondents, chosen using purposive sampling technique. The data is collected through online survey with Google Forms and analyzed using SEM-PLS with PLSpredict. The findings indicate that perceived justice has a positive influence on customer engagement, while customer engagement positively influences customer satisfaction and loyalty. Customer satisfaction is found to mediate the relationship between customer engagement and customer loyalty. Furthermore, this finding prove that apology plays a moderating role in the relationship between perceived justice and customer satisfaction, such that the relationship is stronger when apology is high. Finally, diuwongke is also found to moderate the influence of customer engagement on customer satisfaction and customer loyalty.

This study investigates the impact of customer relationship marketing and customer engagement on customer loyalty, with customer satisfaction serving as a mediating variable. The sample consisted of 97 service user companies, represented by company administrators working in the field. Hypothesis testing was carried out to examine both the direct and indirect effects, utilizing the mediation function of customer satisfaction. The findings reveal that customer relationship marketing has a direct, positive, and significant influence on customer satisfaction. Additionally, customer relationship marketing directly and positively affects customer loyalty, and customer engagement also has a direct, positive, and significant effect on customer loyalty. However, the results indicate that customer satisfaction does not have a direct, positive, and significant impact on customer loyalty. Furthermore, customer relationship marketing and customer engagement do not influence customer loyalty through the mediation of customer satisfaction. This study adds originality to the existing literature by concentrating on the port logistics service industry, specifically PT. IPC Terminal Petikemas Jakarta has been relatively underexplored in research about customer relationship marketing and engagement. For managerial implications, PT. IPC Terminal Petikemas Jakarta should focus on continually enhancing its customer relationship marketing strategies and actively fostering customer engagement to improve customer loyalty.

Purpose: This study aims to understand how social media marketing (SMM) affects customer satisfaction and loyalty in the context of emerging e-commerce markets, with a particular focus on the mediating role of brand tr Purpose: This study aimed to understand how social media marketing (SMM) affects customer satisfaction and loyalty in emerging e-commerce markets, with a particular focus on the mediating role of brand trust. Methodology/approach: This study used a quantitative correlational research design. Data were collected through an online survey of 182 active users of a leading Indonesian e-commerce platform. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS software to examine the relationships between SMM, brand trust, customer satisfaction, and loyalty. Results: The study found that SMM had a significant positive impact on brand trust. In turn, brand trust positively influences customer satisfaction and loyalty. Furthermore, brand trust is a critical mediating variable that strengthens the relationship between SMM and customer outcomes. Conclusions: Building brand trust through effective social media engagement is essential for enhancing customer satisfaction and loyalty in e-commerce brands. SMM strategies that foster trust can serve as powerful tools for achieving long-term consumer retention in competitive digital marketplaces. Limitations: This study focused solely on Indonesian users of a single e-commerce platform, which may limit the generalizability of the findings to other markets or platforms. Contribution: This study provides practical insights for marketers, digital strategists, and e-commerce businesses aiming to strengthen consumer relationships. This study contributes to a broader understanding of how social media engagement can be leveraged to build trust and drive loyalty in rapidly growing online markets. ust. Methodology/approach: A quantitative correlational research design was used. Data were collected through an online survey of 182 active users of a leading e-commerce platform in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS software to examine the relationships between SMM, brand trust, customer satisfaction, and loyalty. Results/findings: The study found that SMM has a significant positive impact on brand trust. In turn, brand trust positively influences both customer satisfaction and customer loyalty. Furthermore, brand trust acts as a critical mediating variable that strengthens the relationship between SMM and customer outcomes. Conclusions: Building brand trust through effective social media engagement is essential for enhancing customer satisfaction and loyalty in e-commerce. SMM strategies that foster trust can serve as powerful tools for achieving long-term consumer retention in competitive digital markets. Limitations: The study focused solely on Indonesian users of a single e-commerce platform, which may limit the generalizability of the findings to other markets or platforms. Contribution: This study provides practical insights for marketers, digital strategists, and e-commerce businesses aiming to deepen consumer relationships. It contributes to the broader understanding of how social media engagement can be leveraged to build trust and drive loyalty in rapidly growing online markets.

The rapid advancement of Artificial Intelligence (AI) has led to the widespread adoption of chatbots in customer service, particularly in e-commerce. As part of digital marketing strategies, chatbots serve as an automated yet interactive tool to enhance customer satisfaction and foster long-term customer loyalty. This study aims to analyze the combined impact of response time, information quality, perceived usefulness (PU), and perceived ease of use (PEOU) on customer satisfaction and loyalty in the e-commerce sector. Although research on chatbot effectiveness continues to grow, most previous studies have examined these factors separately. However, no study has explored how these four variables work together not only to improve customer service efficiency but also to build long-term customer loyalty and strengthen the digital relationship between customers and brands. By employing a quantitative approach with an explanatory research design, this study surveyed 400 respondents with experience using chatbots as customer service in e-commerce companies. Structural Equation Modeling SEM was utilized to analyze the relationships between chatbot service attributes, customer satisfaction, and customer loyalty. The findings reveal that all four chatbot service attributes significantly enhance customer satisfaction, strengthening customer loyalty. These results highlight the importance of integrating chatbot effectiveness into customer relationship management CRM and digital engagement strategies. By contributing to the development of CRM concepts in AI-driven customer service, this study provides insights for businesses seeking to optimize chatbot technology to enhance customer experience and build long-term relationships, as well as an addition to the literature for further research.

PurposeThe purpose of this study is to investigate the influential factors of customer loyalty to Islamic banks, namely, service quality, customer satisfaction, customer engagement and religiosity.Design/methodology/approachThis study is a survey of 335 Islamic bank customers in West Sumatra, Indonesia. This research deployed purposive sampling and analyzed the data by using covariance-based structural equation modeling.FindingsService quality has a positive and significant impact on customer satisfaction. Religiosity has a significant and negative moderating impact on the service quality–customer satisfaction relationship. Service quality has no significant influence on customer loyalty. Customer satisfaction is a significant antecedent of customer engagement and loyalty. Finally, customer engagement has a significant and positive effect on customer loyalty.Research limitations/implicationsThis study is a combination of cross-sectional and a single-country case. Accordingly, the results may not be representative of other countries. Similar studies in longitudinal data collection are conducted in other countries (e.g. ASEAN countries), which would therefore be worthwhile. Some antecedents of customer loyalty have been neglected in this study (e.g. customer value co-creation and customer commitment); hence, the future study may investigate those factors.Practical implicationsBy considering these Islamic banks’ antecedents, the Islamic banks might enhance their customer loyalty. Also, this study has revealed the moderating role of religiosity in a loyalty relationship. Therefore, it will give insights for the Islamic bank managers in decision-making.Originality/valueThis study has revealed the moderating role of religiosity on the link between service quality and customer satisfaction in Islamic banks, which is, to the authors’ knowledge, neglected in the previous studies. The customers with high religiosity will have a higher standard of satisfaction and demand a better service quality than the customers with low religiosity. This study has also examined the relationships between service quality, religiosity, customer satisfaction, customer engagement and loyalty as a whole, which have been limited previously.

Many banks in Indonesia have been conducting surveys to customers related to services at branch offices (Branch Service Quality) and Customer Engagement with results that continue to growevery year. With the advancement of digital technology, counter services have begun to shift to digital channels, especially mobile banking. Existing research related to the use of mobile banking uses e-servquality more often, which is generally used in research to see the excellence of services in internet banking, online shops, and digital marketplaces. Therefore, we consider it is necessary to carry on a research about the effect of mobile banking service quality on customer satisfaction and loyalty, the effect of customer perceived value on customer satisfaction and loyalty, and the effect of customer satisfaction with customer loyalty. The research was conducted by setting a sample of Bank XYZ customers who use Bank XYZ mobile banking, the total is 505 respondents. Structural equation modeling was used to carry outconfirmatory factor analysis and path analysis. From the results, it can be seen that mobile banking service quality and customer perceived value have a significant effect on customer satisfaction, but no significant effect on customer loyalty. Meanwhile, customer satisfaction has a significant effect on customer loyalty.

Purpose: This research's main objective is to determine the relationship among e-service quality, trust, and brand image to customer loyalty. Customer satisfaction was a mediator which focused on Shopee customers in Yogyakarta. Design/methodology/approach: The research respondents consisted of 245 customers. The reliability and validity tests were conducted. The collected data were analyzed using the SEM AMOS method. Findings: The research results showed that: 1) e-service quality had a positive and significant influence on customer loyalty; 2) trust had a positive and significant influence on customer loyalty; 3) brand image had a positive and significant influence on customer satisfaction; 4) e-service quality had a positive and significant influence on customer loyalty; 5) customer trust had a positive and significant influence on customer loyalty; 6) brand image had a positive and significant influence on customer loyalty; 7) customer satisfaction had a positive and significant influence on customer loyalty; 8) e-service quality had a direct influence on customer loyalty without customer satisfaction as a mediator; 9) trust had a direct influence on customer loyalty without customer satisfaction as a mediator; 10) brand image had a direct influence on customer loyalty without customer satisfaction as a mediator. Research limitation/implications: The research sample was Shopee customers in the Special Region of Yogyakarta. There had not been an analysis of other factors that influence customer satisfaction and loyalty, such as social risk and time risk. Practical implications: Future research should expand the research sample to Shopee customers outside of Yogyakarta Special Region. For further research, it is recommended to modify the proposed model so that the goodness of fit criteria obtained will be fulfilled by the good criteria. Originality/value: In the context of customer satisfaction and loyalty, this research had offered an empirical research model on the relationship among e-service quality, trust, brand image, customer satisfaction and customer loyalty on Shopee customers outside of Yogyakarta Special Region. The use of satisfaction had mediating influence of e-service quality, trust, brand image on customer loyalty.

This research is quantitative research with a causal relationship to determine the direct influence customer engagement, customer satisfaction, customer commitment to customer loyalty and knowing the indirect effects, customer engagement, customer satisfaction, customer commitment to customer loyalty on the Tokopedia application. Data collection was carried out using the information gathering method through a survey with a questionnaire. The population in this study is someone who has used Tokopedia, regularly uses Tokopedia, lives in Jabodetabek and is at least 17 years old. The questionnaire collected 120 respondents using the Hair et al. (2019) Questionnaires collected from 120 respondents. The sampling method used is non-probabilitysampling with techniques purpose sampling. Based on the research results, 7 hypotheses can be accepted, namely customer engagement influential customer commitment, customer satisfactioninfluential customer commitment, customer engagement influential customer loyalty, customer satisfaction influential customer loyalty, customer commitment influential customer loyalty, customer engagement influential customer loyalty in mediation customer commitment, customer satisfaction influential customer loyalty mediated customer commitment. Therefore, it is important for the Tokopedia platform to improve customer engagement which can improve customer loyalty. The aim of this research is to determine the direct effect customer engagement, customer satisfaction, customer commitment to customer loyalty and also to determine the indirect influence of customer engagement, customer satisfaction, as well as customer commitment to customer loyalty shown to consumers using the Tokopedia application.
 
 Keywords: customer engagement, customer satisfaction, customer commitment, customer loyalty

This study aims to analyze the effect of service quality, product quality, price, promotion, and location on CV Restu's customer satisfaction and loyalty. This research is quantitative research by distributing questionnaires to respondents. The population in this study is CV Restu's customers whose numbers cannot be known with certainty. The sample selection method in this study used the incidental sampling method. Determination of the number of samples in the study using the formula Roscoe theory so that the sample in this study amounted to 70 respondents. Data analysis using Structural Equation Modeling (SEM) using SmartPLS 3.0. application. The results of this study indicate that service quality has no significant effect on customer satisfaction, product quality has no significant effect on customer satisfaction, the price has no significant effect on customer satisfaction, the promotion has no significant effect on customer satisfaction, location has no significant effect on customer satisfaction, service quality has no effect significant effect on customer loyalty, product quality has no significant effect on customer loyalty, the price has a significant effect on customer loyalty, the promotion has no significant effect on customer loyalty, location has no significant effect on customer loyalty and customer satisfaction has no significant effect on customer loyalty.

MARKETING MIX, CUSTOMER SATISFACTION AND LOYALTY: AN EMPIRICAL STUDY OF TELECOM SECTOR IN BHUTAN