A Study on Customer Satisfaction of Digital Marketing on Mobile Wallet Adoption to Coimbatore

A Study on Customer Satisfaction of Digital Marketing on Mobile Wallet Adoption to Coimbatore

1Dr.Nancy Sebastina.J, 2Arul saravanan.S,

1Associate proffeser , 2Third Year B. Com.BA.,

1Third Year B. Com.BA., Dr.N.G.P. Arts and Science College,

Coimbatore,India.

1arulsaravanan1503@gmail.com

Abstract

The rise of digital marketing has significantly influenced the adoption of mobile wallets, shaping consumer preferences and payment behaviors. This study examines customer satisfaction with mobile wallets in Coimbatore, focusing on factors such as ease of use, transaction security, promotional offers, and customer support. Through a one-way ANOVA analysis, the research evaluates the impact of demographic and behavioral variables on satisfaction levels. The findings indicate that while demographic factors such as age, gender, education, and income do not significantly influence satisfaction, the preferred digital payment method plays a crucial role. The study highlights the importance of security, transaction speed, and promotional strategies in enhancing consumer trust and encouraging widespread adoption of mobile wallets.

Keywords

One-Way ANOVA, Customer Satisfaction, Digital Marketing, Mobile Wallets, Payment Behavior, Consumer Preferences, Transaction Security, Promotional Offers, Digital Payment Adoption.