An appraisal of interactive marketing strategies on customer satisfaction: A study of a mobile app in Abuja, Nigeria.
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Background of the study:
Interactive marketing strategies have reshaped customer engagement by enabling real-time communication and personalized interactions. Mobile apps in Abuja are increasingly adopting interactive features—such as in-app messaging, personalized notifications, and gamified elements—to enhance user satisfaction and loyalty (Oluwaseun, 2023). This study examines how interactive marketing techniques contribute to an improved customer experience by facilitating seamless interactions between the brand and its users. With the proliferation of mobile technology, companies are leveraging interactivity to create more engaging digital experiences that go beyond conventional advertising methods (Adewale, 2024). The research investigates the impact of interactive elements on user engagement metrics, including app usage frequency, customer retention, and overall satisfaction. Moreover, the study highlights the importance of integrating user feedback into app design and marketing strategies, which fosters a cycle of continuous improvement. Recent findings indicate that interactive marketing not only enhances user satisfaction but also contributes to higher conversion rates and long-term brand loyalty (Oluwaseun, 2023). This investigation provides an in-depth analysis of the strategies that drive customer satisfaction in a mobile app environment, offering recommendations for future improvements.
Statement of the problem:
Mobile apps in Abuja face the challenge of effectively utilizing interactive marketing strategies to achieve high levels of customer satisfaction. Despite the availability of advanced technological tools, many apps struggle with engaging users consistently due to issues such as inadequate personalization and suboptimal interface design (Adewale, 2024). There is a lack of detailed research on how interactive features translate into improved customer experiences and loyalty. This study seeks to address these gaps by evaluating the impact of interactive marketing on user satisfaction and identifying the obstacles that hinder its full potential (Oluwaseun, 2023).
Objectives of the study:
To assess the impact of interactive marketing strategies on customer satisfaction.
To identify key features that drive engagement in mobile apps.
To propose improvements for enhancing interactive marketing approaches in mobile applications.
Research questions:
How do interactive marketing strategies influence customer satisfaction in mobile apps?
What interactive features are most effective in engaging users?
What improvements can be made to enhance interactivity in mobile marketing?
Significance of the study:
This study is significant as it provides actionable insights into the effectiveness of interactive marketing strategies in improving customer satisfaction. The findings will guide mobile app developers and marketers in Abuja to refine their engagement strategies, ultimately leading to higher user retention and improved brand loyalty (Oluwaseun, 2023; Adewale, 2024).
Scope and limitations of the study:
This study is limited to evaluating interactive marketing strategies within a mobile app in Abuja and does not consider other digital marketing channels.
Definitions of terms:
Interactive marketing: Marketing strategies that enable real-time, two-way communication between a brand and its consumers.
Customer satisfaction: The degree to which a product or service meets or exceeds customer expectations.
Mobile app: A software application designed to run on mobile devices.
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