Impact of Digital Marketing on Customer Satisfaction: The Case of Zemen Bank Sc
| dc.contributor.advisor | Beza Libeyesus (PhD) | |
| dc.contributor.author | Abreham Muluneh | |
| dc.date.accessioned | 2024-01-29T11:23:01Z | |
| dc.date.available | 2024-01-29T11:23:01Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | The purpose of this research was to investigate the impact of digital marketing on customer satisfaction using zemen bank sc as a case study. An exploratory research design was used, and a total of 232 sample respondents who are customers using the digital marketing of Zemen Bank SC participated in the survey. Random sampling procedure was used for selecting the targets to collect primary data through self-administered questionnaires. SPSS 21.00 is used to code and analyze the data. The outcome indicated that the overall Digital Marketing practices accounted for 63.2% variation on overall Customers’ satisfaction. It is evidenced that all the dimensions of Digital Marketing activities such as social media marketing, mobile marketing, email marketing, and search engine marketing all have a positive and statistically significant impact on consumer satisfaction. Specifically, search engine marketing and mobile marketing had relatively the highest impact on customers’ satisfaction but email and social media marketing had less contribution to the model. Substantial extra effort is needed to build a strong email marketing campaign that incorporates relevant content and offers that are tailored to individual needs and preferences | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1544 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Digital marketing | |
| dc.title | Impact of Digital Marketing on Customer Satisfaction: The Case of Zemen Bank Sc | |
| dc.type | Thesis |