THE IMPACT OF DIGITAL MARKETING IN ACHIEVE CUSTOMER LOYALTY (AN ANALYTICAL STUDY OF THE VIEWS OF A SAMPLE OF ZAIN TELECOM CUSTOMERS IN BABYLON GOVERNORATE)

Abstract

The study aims at to know the nature of the relationship and the impact between the dimensions of digital marketing and customer loyalty at the company in question, both included a set of variables dimensions, digital marketing consist (attraction, communicate, participation , learn, retention) while customer loyalty  consist (behavioral loyalty, Cognitive loyalty, directional loyalty, attitudinal loyalty), and because of the novelty of digital marketing  in companies that need its digital nature Zain company in Babylon Governorate has been chosen and also the fact that this company characterized of advantages and recipes via its quest to introduce very modern services. The problem of the present study is the lack of clear perception among respondents about the impact of digital marketing to achieve customer loyalty in Zain Telecom Company. After crystallization of the conceptual framework and review previous research efforts related to the current study variables, virtual scheme has been developed reflecting the nature of the relationship between these variables, in order to identify the nature of this relationship has been thrown a number of assumptions that are temporary solutions amenable to proof or deny. Study variables was measured based by the questionnaire as an essential tool to collect data that was employed to test the study hypotheses and selected a sample of customers having been distributed randomly (120) application form returned (120) as was fit for analysis (108) form and the response rate was 90%, Where the study society was (173) individuals, Analyzed by statistical software ((SPSS.22)).