An inquiry into interactive marketing innovations on customer satisfaction: A case study of a mobile app in Lagos, Nigeria.
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Background of the Study
Interactive marketing innovations leverage digital tools to create engaging and personalized customer experiences. In Lagos, a mobile app designed for daily consumer services has integrated interactive features such as gamification, chatbots, and personalized notifications to enhance customer satisfaction. This study investigates how these innovations influence customer satisfaction by providing an immersive and responsive digital environment (Ogundele, 2023). The app’s interactive elements are intended to improve user experience by offering real-time support, tailored content, and rewards for engagement. However, issues such as technical glitches, overcomplexity of features, and user adaptation challenges may hinder satisfaction levels. By employing a mixed-methods approach—including user surveys, in-app analytics, and qualitative interviews—the research examines the relationship between interactive marketing innovations and customer satisfaction. The study also explores best practices for optimizing app features to create seamless, enjoyable user experiences, thereby enhancing overall satisfaction and loyalty (Ogundele, 2024).
Statement of the Problem
Despite the adoption of interactive marketing innovations by mobile apps, there is limited understanding of their impact on customer satisfaction in Lagos. The challenge is to determine whether interactive features such as gamification and chatbots enhance user experience or create additional complexity that detracts from satisfaction. Technical issues, usability concerns, and diverse user preferences further complicate the evaluation of these innovations (Ogundele, 2023). This study aims to address these gaps by assessing the effect of interactive marketing features on customer satisfaction and providing actionable recommendations for mobile app developers to improve user engagement and loyalty (Ogundele, 2024).
Objectives of the Study
To evaluate interactive marketing innovations used in the mobile app.
To assess their impact on customer satisfaction.
To propose strategies for optimizing interactive features.
Research Questions
How do interactive features affect user satisfaction?
Which innovations drive the highest levels of engagement?
What challenges hinder the effectiveness of interactive marketing?
Significance of the Study
This study is significant as it investigates the impact of interactive marketing innovations on customer satisfaction in mobile apps. The insights will guide app developers in Lagos to optimize digital features for enhanced user experience and increased customer loyalty, contributing to improved service delivery (Ogundele, 2023).
Scope and Limitations of the Study
The study is limited to one mobile app in Lagos and focuses exclusively on interactive marketing innovations, excluding other digital channels.
Definitions of terms
Interactive Marketing Innovations: Digital strategies that encourage active user participation.
Customer Satisfaction: The degree to which customers are content with a product or service.
Mobile App: A software application designed to run on mobile devices.
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