The Impact of Digital Marketing on Customer Satisfaction: A Study of Online Vs. Offline Shoppers
Shailendra Solanki
UNDER THE SUPERVISION OF Dr. Pratibha Verma
School of Business Galgotias University
ABSTRACT
In this study, we compare the decision-making processes of online and offline buyers to examine the profound impact of digital marketing on customer satisfaction. As both the internet and related technologies continue to advance at a dizzying rate, digital marketing has become an indispensable tool in the quest to inform and delight customers. This study delves into the different digital marketing strategies used by brands to influence online and offline shoppers' preferences and intent to buy, including social media ads, email marketing, influencer endorsements, and targeted promotions. To conduct a thorough examination of demographic influences, buying patterns, and responsiveness to digital marketing stimuli, data was obtained from a varied sample of consumers using a mixed-method approach. This data was gathered using structured questionnaires and interviews. Online shoppers, who are more likely to depend on digital interactions and reviews, and offline shoppers, who place a higher emphasis on physical experience and personal contacts, exhibit significantly different purchasing behaviours, according to the research. The survey also shows that offline customers are more impacted by in-store experiences and special events, whereas online consumers are more influenced by digital marketing tactics that drive spontaneous purchases and brand interaction. Businesses may optimise consumer satisfaction and loyalty in an increasingly digital marketplace by targeting and engaging both categories effectively; our research contributes to a greater knowledge of how to do just that. The research also finds that marketers are having trouble combining their online and offline tactics, and it suggests ways they might overcome these problems. The significance of a well-rounded omni-channel strategy in meeting changing customer expectations is highlighted in this thesis, which provides helpful information for academics, retailers, and marketers who are interested in digital marketing dynamics and customer satisfaction.
Keywords: Digital Marketing, Customer Satisfaction , Online Shoppers, Offline Shoppers, Social Media Advertising, Purchase Intention, Omni-channel Marketing
