The impact of digital marketing strategies on customer satisfaction and organisational performance: exploring the moderating role of entrepreneurial intention

Mohammed T. Nuseir, Ghaleb A. El Refae and Ahmad Aljumah

International Journal of Economics and Business Research, 2024, vol. 28, issue 6, 56-74

Abstract: This study examined how entrepreneurial intentions moderated the relationship between customer retention capabilities, marketing-sensing capabilities, customer-linking abilities, and client fulfilment and assessed the mediating role of customer satisfaction in the relationship between these capabilities and business results in the manufacturing sector of the United Arab Emirates. Participants' responses to questionnaires were gathered for this study and Smart-PLS was used to evaluate the data. The outcome demonstrated a positive link between customer happiness and organisational success and a positive correlation between customer satisfaction and customer retention capabilities, marketing-sensing abilities, and customer-linking abilities. The outcome also revealed that client satisfaction is extensively linked to the connection of promotional strategies and results of the organisation and revealed that business intentions highly regulate the connection of customer-retention capabilities, customer-linking abilities, marketing-sensing capabilities, and fulfilment of customers of the manufacturing sector in the United Arab Emirates. Decision-makers can use this study to help them create digital advertising strategies that could boost an organisation's success.

Keywords: marketing-sensing capabilities; customer satisfaction; organisational performance; customer-retention abilities; customer-linking abilities. (search for similar items in EconPapers)
Date: 2024
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