Template-Type: ReDIF-Article 1.0
Author-Name: Mehdi Asghrnejad Amiri
Author-Name-First: Mehdi
Author-Name-Last: Asghrnejad Amiri
Author-Email: asgharnejad.mehdi@gmail.com
Author-Workplace-Name: Department of Business Management, Mazandaran University, Babolsar, Iran.
Author-Name: Mohammad Mehdi Asgari
Author-Name-First: Mohammad Mehdi
Author-Name-Last: Asgari
Author-Email: mohammadmehdi.asgari@iau.ir
Author-Workplace-Name: Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
Title: The Impact of Digital Marketing on Customer Loyalty with the Mediating Role of Perceived Customer Value
Abstract: This study investigates the impact of digital marketing on customer loyalty, with an emphasis on the mediating role of perceived customer value in Iranian online businesses. The research is applied and descriptive-survey in nature, with the statistical population consisting of customers of e-commerce platforms in Iran. A sample of 420 respondents was selected through simple random sampling and surveyed using a standardized questionnaire. The data collection tool was a localized questionnaire comprising three main sections: digital marketing (12 items), perceived customer value (10 items), and customer loyalty (8 items). The questionnaire’s reliability was confirmed with a Cronbach’s alpha coefficient of 0.91, and its validity was verified through Confirmatory Factor Analysis (CFA) with fit indices (GFI=0.93, CFI=0.96, RMSEA=0.05). Data were analyzed using SmartPLS4 software and the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that digital marketing has a significant positive effect on perceived customer value (β=0.68, t=9.34, p<0.01) and customer loyalty (β=0.54, t=7.89, p<0.01). Additionally, perceived customer value plays a partial mediating role in the relationship between digital marketing and customer loyalty (β=0.41, t=4.67, p<0.05). These findings underscore the importance of employing digital marketing strategies, such as personalized content and online interactions, to enhance perceived customer value and foster customer loyalty. It is recommended that online businesses focus on improving content quality and user experience to strengthen customer loyalty. This study provides valuable insights for managers to design more effective marketing strategies by understanding the role of perceived customer value.
Classification-JEL: JEL
Keywords: Digital Marketing; Perceived Customer Value; Customer Loyalty; E-Commerce; Structural Equation Modeling
Journal: International Journal of Resistive Economics
Pages: 1-7
Volume: 11
Issue: 4
Year: 2023
Month: November
DOI: 10.22034/oajre.2025.527880.1119
File-URL: https://www.oajre.ir/article_222280_2005d7b92279150632ccac437a5417f1.pdf
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File-URL: https://www.oajre.ir/article_222280.html
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Handle: RePEc:trd:journl:222280