Study Of The Relationship Between Digital Marketing And Customer Loyalty

A field study on customers of Syriatel Mobile Telecom

Abstract

The research aimed to study the relationship between digital marketing and customer loyalty, by studying the role of digital marketing dimensions represented by: attraction, Engaging, retention, learning, and Relating in building customer loyalty. The researcher relied on the analytical approach as a general research approach, where an electronic questionnaire was designed for customers of Syriatel Mobile Telecom, and it was shared in virtual communities (Facebook, Instagram), and the number of questionnaires valid for statistical analysis was 385 questionnaires. The researcher relied on the multiple linear regression method to test the research hypotheses. The research concluded that there is a positive moral impact of digital marketing in building loyalty for customers of the company studied, and the arrangement of digital marketing dimensions in terms of the strength of influence in building loyalty for customers of the company studied was according to the following order: Engaging, Relating, attraction, retention, and learning.