The Impact of Digital Marketing Strategy on Achieving Customer Satisfaction: A Survey of a Sample of Zain Telecommunications Company Customers in Al-Kut City

Abstract

The study aimed to expand the body of knowledge related to the research variables, particularly regarding digital marketing strategies, which are an important marketing strategy in the current era with the significant shift of customers towards the internet and social media platforms. The research problem centers on the lack of deep understanding of the impact of digital marketing strategies in achieving customer joy and satisfaction and enhancing their engagement with the brand. Despite the significant changes in the use of digital platforms and the wide variety of marketing methods to communicate with customers, the effectiveness of these tools in eliciting feelings of joy and satisfaction among customers remains unclear and ambiguous. The research question, therefore, is whether there is a relationship and an impact of digital marketing strategies on customer joy. The importance of the study lies in enriching the scientific literature related to digital marketing by providing a comprehensive framework for understanding how these strategies influence customer joy. The study relied on the descriptive-analytical approach and used the questionnaire as the main tool for data collection, in addition to content analysis of documents and records in this regard obtained from the sample institutions of the study, to support the findings and provide suggestions and recommendations. The study was applied to Zain Telecom customers in the city of Al-Kut concerning their demographic variables.