The mediating role of customer satisfaction in digital marketing systems: empirical evidence from fashion retail
DOI:
https://doi.org/10.64439/cisai.v2i1.3Keywords:
Digital marketing, Service quality, Information systems, Information management, Digital economyAbstract
This study analyzes the mediating role of customer satisfaction in the relationship between digital marketing systems and customer loyalty in the fashion retail sector of a shopping mall in Tumbes, Peru, from an information technology and digital systems perspective. A quantitative approach with a non-experimental design and explanatory scope was adopted, using a sample of 384 consumers from 12 retail stores selected through non-probability sampling. Data were collected using a 35-item questionnaire designed to assess the performance of digital marketing information systems, customer satisfaction, and loyalty, and were analyzed using correlational statistics. The results reveal positive and significant relationships between digital marketing systems and customer satisfaction, as well as between these systems and customer loyalty, with the strongest association observed between satisfaction and loyalty. These findings confirm a partial mediating effect of customer satisfaction, indicating that technological infrastructure, information quality, and digital interaction influence customer loyalty both directly and through the customer experience.
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