المجلة الدولية لنشر البحوث والدراسات

International Journal of Research and Studies Publishing

المجلة الدولية لنشر البحوث والدراسات
القائمة الرئيسية

The Effectiveness of Personalized Marketing Strategies on Consumer Engagement and Loyalty (Evidence from KSA)

By: Dr. Nabil Izz al-Din Tarifi (1), Reem Adeeb Bakhsh (2)

Assistant Professor, Business Department, Jeddah International College, Saudi Arabia (1)
MBA, Jeddah International College, Saudi Arabia (2)


Abstract:

Nowadays, more than ever, there are global as well as local companies with only web sales. To mention a few: Google, Amazon, Ali Express and more. With a growing digital landscape and a tech-savvy population, companies in Saudi Arabia are increasingly adopting personalized marketing approaches to cater to individual preferences, cultural nuances, and consumer behaviors. This research utilizes both secondary data and primary data as data collection tools in terms of theoretical framework of literature review and an online survey questionnaire with a combination of Likert-scale options. The target population will consist of Saudi consumers across different demographics of age, gender. A stratified random sampling technique will be used to ensure representation from each stratum. The sample of the study will start with people living in the vicinity of Jeddah International College then expand to random consumers online through means of snowball sampling of referrals from participants. The sample of the study consists of 100 respondents. The independent variable of the study is personalized marketing strategies. The dependent variables of the study are consumer engagement and consumer loyalty. The study concludes that personalized marketing strategies have a favorable impact on consumer perceptions, engagement, and loyalty in Saudi Arabia. The majority of respondents expressed positive attitudes towards personalized offers, recommendations, and communications from brands. They also exhibited active engagement with personalized marketing efforts and demonstrated a willingness to make repeat purchases and recommend brands that utilize personalized marketing strategies.


Keywords:

Personalized Marketing Strategies, Consumer Engagement, Consumer Loyalty, Consumer Perception

DOI

Email

About the Authors

Assistant Professor, Business Department, Jeddah International College, Saudi Arabia (1)
MBA, Jeddah International College, Saudi Arabia (2)

References

- Alalwan, A. A., Baabdullah, A. M., Rana, N. P., & Dwivedi, Y. K. (2017). Consumer adoption of mobile banking in Saudi Arabia: A quantitative study. International Journal of Information Management, 37(3), 99-110.
- Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.
- Al-Debei, M. M., Alalwan, A. A., & Rana, N. P. (2020). Personalization of healthcare services in Saudi Arabia: An empirical investigation. International Journal of Information Management, 50, 196-208.
- Awan, H. M., & Siddiqui, J. (2019). Social media marketing in Saudi Arabia: A review of research trends and prospects. Journal of Islamic Marketing, 10(4), 1148-1167.
- Bawa, Z., & Anshari, M. (2021). Digital marketing practices in Saudi Arabia: A systematic review. Journal of Theoretical and Applied Information Technology, 99(3), 699-715.
- Blau, P. M. (1964). Exchange and power in social life. Wiley.
- Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
- Chandra, S., Verma, S., Lim, W., Kumar, S. and Donthu, N. (2022). Personalization in Personalized Marketing: Trends and Ways Forward. Psychology and Marketing. 10.1002/mar.21670.
- Coelho, P., Villares, M., Ball, D. and Coelho, S., (2006). Service Personalization and Loyalty. Journal of Services Marketing - J SERV MARK. 20. 10.1108/08876040610691284.
- Dahl, T. and Fridh, D. (2019). A consumer perspective of personalized marketing. Bachelor Thesis, International Business and Marketing.
- Deci, E. L., & Ryan, R. M. (2000). The "what" and "why" of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.
- Fernandes, T. and Esteves, F. (2016). Customer Engagement and Loyalty: A Comparative Study between Service Contexts. Services Marketing Quarterly, 2016, VOL. 27, NO. 2, 125–139
- Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4-20.
- Hosany, S., Prayag, G., & Muskat, B. (2016). Role of holiday involvement, place attachment, and place identity in rural tourism. Annals of Tourism Research, 61, 26-44.
- Karaduman, L. & Zalova, Z. (2018). The Effects of Personalized Online Promotions on Consumer Loyalty: A Study İn Turkey. Journal of Business Management and Economic Research. 2. 49-50. 10.29226/TR1001.2018.52.
- Li, H., Sarathy, R., & Xu, H. (2019). The effectiveness of personalized e-mail marketing messages: A meta-analysis. Journal of Interactive Marketing, 47, 91-103.
- Li, X., Li, D., & Wang, S. (2019). Personalized marketing strategy based on big data. Journal of Physics: Conference Series, 1238(1), 012106.
- Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
- Pappas, I. (2018). User experience in personalized online shopping: a fuzzy-set analysis. European Journal of Marketing. 52. 10.1108/EJM-10-2017-0707.
- Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167-176.
- Rather, R. and Sharma, J. (2016). Customer Engagement in Strengthening Customer Loyalty in Hospitality Sector. South Asian Journal of Tourism and Heritage, July 2016, Vol. 9, No. 2
- Skinner, B. F. (1953). Science and human behavior. Simon and Schuster.
- Smith, B. and Linden, G. (2017). Two Decades of Recommender Systems at Amazon.com. IEEE Internet Computing, vol. 21, no. 3, pp. 12-18, May-June 2017, doi: 10.1109/MIC.2017.72.
- Smith, J., & Johnson, M. (2020). The role of big data analytics in personalized marketing. Journal of Marketing Analytics, 8(2), 85-96.
- Statista. (2022). Saudi Arabia: social media penetration 2022. Retrieved from https://www.statista.com/statistics/512811/saudi-arabia-social-media-penetration/
- Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.
- Xu, Y., & Yang, Y. (2020). Personalized advertising effectiveness and implementation challenges in the big data era. Industrial Marketing Management, 88, 203-214.
- Yang, Y., & Chen, H. (2019). The effects of personalization on customer churn: Evidence from the retail banking industry. Journal of Retailing and Consumer Services, 51, 54-61.
- Zeng, F., & Huang, L. (2020). Personalization in mobile marketing: A systematic review and agenda for future research. International Journal of Information Management, 50, 77-89

Download PDF





المجلة الدولية لنشر البحوث والدراسات

المجلة الدولية لنشر البحوث والدراسات مجلة علمية محكمة متخصصة في نشر الابحاث العلمية في مختلف التخصصات، تصدر المجلة الدولية دورياً كل شهر. تصدر المجلة في المملكة الأردنية الهاشمية

تعليمات النشر للباحث

  • » تنسيقات البحث
  • » قالب البحث
  • » أخلاقيات النشر
  • » اقرار الباحث

    • سياسة الخصوصية

  • » سياسة مراجعة الأبحاث
  • » سياسة الوصول المفتوح
  • » حقوق النشر والترخيص
  • » سياسة الاقتباس

    • للإقتراحات

    نحن نعمل باستمرار على تحسين مجلتنا العلمية وعملية النشر لدينا بهدف تزويدك بأفضل تجربة نشر علمية. فإننا نقدر رأيك ونرحب بأي اقتراحات عبر الإيميل التالي: info@ijrsp.com

    جميع الحقوق © محفوظة المجلة الدولية لنشر البحوث والدراسات 2019