Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia

Aleksandar Brzakovic, Tomislav Brzakovic, Darjan Karabasevic and Gabrijela Popovic
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Aleksandar Brzakovic: Faculty of Applied Management, Economics and Finance in Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Tomislav Brzakovic: Faculty of Applied Management, Economics and Finance in Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Darjan Karabasevic: Faculty of Applied Management, Economics and Finance in Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia
Gabrijela Popovic: Faculty of Applied Management, Economics and Finance in Belgrade, University Business Academy in Novi Sad, 11000 Belgrade, Serbia

Sustainability, 2021, vol. 13, issue 18, 1-17

Abstract: Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.

Keywords: digital marketing; traditional marketing; user service quality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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