Within Saudi Arabia and the world at large, the use of e-commerce has greatly increased due to the increasing internet access. This therefore means that e-marketing is essential in order to raise customer satisfaction and build brand loyalty which will go a long way in influencing customer loyalty. There have been several challenges in achieving these objectives in the Kingdom of Saudi Arabia (KSA) due to various political, socio-economic, and cultural factors which are real and cannot be ignored. This essay therefore focuses on some of those challenges that hinder the effective use of the internet among the majority of the population in Saudi Arabia.
Role of E-Marketing in Raising Customer Satisfaction and Building Brand Loyalty in Saudi Arabia
E-marketing or electronic marketing refers achieving marketing objectives through use of electronic communications technology as noted by Chaffey (2006). It is the application of marketing principles and techniques via electronic media and mostly the Internet. The term e-marketing can also mean the same thing as internet marketing or online marketing. Customer satisfaction is how satisfied a customer is with the supplied product or a service. It is closely related to interpersonal trust (Geyskens, Steenkamp, Scheer, and Kumar 1996). Brand Loyalty is the extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. It is the tendency of consumers having to stick with the products or services bearing brand names they know and trust. Loyalty contributes to the ongoing process of continuing and maintaining a valued and important relationship tha...
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High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be
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However, given the limited scope of this paper, the primary focus was only on variables that were expected to have a positive impact on users. Yet, there may be negative influences of peripheral cues like negative customer reviews or delayed web page loading time, which exerts negative influence on user behaviour that were not covered in this paper.
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The main aspect of ICT adoption in Saudi Arabia has been online service provision such as e-learning and e-trade. Through providing services online, organizations have been able to reach out to a wider market, specifically the international market. The internet has been able to break down geographical barriers that in the past hindered trade and interaction between and among countries from different geographic regions. Secondly, online services have enabled organizations cut operational cost significantly and thus enhance the financial performance of such organizations. In addition, the internet has enhanced communication between organizations and their customers, irrespective of their location and in real time (Al-Gahtani, Hubona, & Wang, 2007)
It’s subjective opinion or psychology of customers. Satisfaction is often confused with loyalty. The range of customer’s emotion is shown with surprise, contentment, happy, unhappy or relief. The entire gap between perceived quality and expected quality is influenced customer satisfaction. Customer loyalty is always is frequency buying action.
growth in usage by both consumers and businesses. The unique capabilities of the Internet has captured the attention of the marketing community. While a growing number of companies have or are interested in developing an Internet presence, there is still a great deal of uncertainty about it and the potential ethical issues associated with its use as a marketing medium. Although many businesses are acknowledging the importance of a Web site, but the potential ethical issues related to marketing on the Internet still having an uncertainty in this situation. Much less attention has been given to the business community's perceptions of the ethicalness of this new medium. The unique interactivity of the Internet has captured the marketing community's interest as a way to develop and enhance customer relationships and establish greater brand identity. Thus, many commercial services have become available on the Internet that allow consumers and organizations to interact electronically. These services include booking airline tickets online, buying books and compact discs, and receiving stock market information. Although the number of consumer users and commercial organizations navigating on this "information superhighway" is growing almost exponentially, the benefits of the Internet are not without drawbacks.