THE EFFECT OF E-MARKETING OF ECO-FRIENDLY HOUSEHOLD ELECTRICAL PRODUCTS ON CUSTOMER SATISFACTION

Document Type : Original Article

Authors

1 Faculty of Graduate Studies and Environmental Research, Ain Shams University

2 Faculty of commerce, Ain Shams University.

Abstract

The study aimed to measure the effect of e-Marketing dimensions (search engine optimization (SEO), email, social media sites and online advertising) for eco-Friendly household electrical products on customer satisfaction, the research relied on the descriptive analytical approach to analyze the potential cause-and-effect relationships between the variables of the study, the study sample size consists of  450 survey respondents, and Structural Equation Modeling (SEM)  with AMOS (v.26) was used. Confirmatory factor analysis was applied to verify the validity and reliability of the survey, and a structural path model was applied to examine the study’s hypotheses. The results indicated a statistically significant positive effect of the electronic marketing dimensions of Eco-Friendly Household Electrical Products in terms of search engine optimization, email, social media, and online advertising on customer satisfaction, The key recommendations include the necessity for companies to continuously improve their search engine optimization efforts to enhance visibility and reach potential customers, to enhance the content and offers provided through email marketing to boost customer satisfaction and better utilize this channel, and to invest more in social media marketing to promote home electrical products due to its significant positive impact on customer satisfaction. Additionally, companies should seize the opportunity to engage with the audience and build a community around energy efficiency for Eco-Friendly household electrical products to encourage purchases and enhance customer satisfaction. This study is the first of its kind in the Egyptian business environment to investigate the impact of electronic marketing for Eco-Friendly household electrical products on customer satisfaction.
 
 
 

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