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—such as in-app messaging, personalized notifications, and gamification—are transforming the way brands engage with consumers. Mobile apps in Abuja are leveraging these techniques to create immersive, engaging experiences that drive customer satisfaction and loyalty. This study examines how interactive elements within mobile apps foster two-way communication and provide personalized experiences that enhance user satisfaction (Oluwaseun, 2023; Adewale, 2024). The research analyzes the effectiveness of interactive features in promoting user retention, boosting engagement metrics, and driving conversion rates. It also considers the role of real-time analytics in adapting marketing strategies based on user behavior, while addressing challenges such as technological constraints and interface design. Overall, the study aims to offer insights into optimizing interactive marketing strategies for improved customer satisfaction in the mobile app environment.
Statement of the problem:
Mobile apps in Abuja face challenges in maintaining high levels of customer satisfaction due to limited interactivity and suboptimal user experiences. Despite the implementation of various interactive features, many apps struggle to achieve desired engagement and retention rates. There is a need to evaluate the impact of interactive marketing on customer satisfaction and to identify factors that can enhance the effectiveness of these strategies (Adewale, 2024).
Objectives of the study:
To assess the impact of interactive marketing on mobile app user satisfaction.
To identify key interactive features that drive engagement and retention.
To recommend strategies for optimizing interactive marketing in mobile apps.
Research questions:
How do interactive marketing strategies influence customer satisfaction in mobile apps?
What features are most effective in enhancing user engagement?
What improvements can optimize interactive marketing for better customer retention?
Significance of the study:
This study is significant as it provides insights into the effectiveness of interactive marketing in improving mobile app experiences. The findings will help app developers and marketers in Abuja to design user-centric strategies that enhance satisfaction, drive engagement, and foster long-term loyalty (Oluwaseun, 2023; Adewale, 2024).
Scope and limitations of the study:
This study is limited to evaluating interactive marketing strategies for a mobile app in Abuja.
Definitions of terms:
Interactive marketing: Marketing strategies that enable active user engagement.
Customer satisfaction: The degree to which a product meets or exceeds user expectations.
Mobile app: A software application designed for mobile devices.
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