The Impact of Digital Marketing Success on Customer Loyalty

Abstract

Customer loyalty is often seen as one of the decisive factors in determining the fate of organizations. In the age of digitization, organizations should think of advanced strategies to increase their competitiveness and market share by employing the potential of digital content and enhancing their digital capabilities. Recently, many digital media have appeared available to organizations to build their brand, reach their target customers and retain them, and promote their products. Digital media represented a real revolution that made it difficult for organizations to survive in the business environment without investing in these means. Therefore, the aim of the study is twofold: 1) to explore the effects of digital content marketing and digital marketing capabilities on digital marketing success; 2) to investigate the impact of digital marketing success on customer loyalty. This research was conducted on a sample of online restaurant customers through a questionnaire distributed to 187 customers. IBM SPSS 25.0 and AMOS 22.0 were used as the main programs for analysing the collected data from 165 online restaurant customers. Structural equation modelling was applied to test the research’s hypothesized effects. The results indicated that digital content marketing and digital marketing capabilities had significant effects on digital marketing success based on the perspectives of online restaurant customers in Jordan. Moreover, digital marketing success substantially impacted customer loyalty of online restaurant customers in Jordan. It was concluded that for organizations to ensure a positive effect of digital marketing on customer loyalty, more attention should be paid to critical factors such as digital content and digital capabilities. The study calls for researchers to explore more factors affecting the success of digital marketing. It informs marketing managers that customer loyalty in the digitization era depends on the ability to create, communicate and deliver digital content using digital technologies and the quality of digital content and capabilities that deliver customer value.