Abstract: This thesis investigates the interrelationships between Mobile Marketing, Customer Satisfaction, and Customer Retention in the contemporary digital landscape. Through empirical analysis and interpretation of data obtained from regression analysis using the maximum likelihood method, the study examines five hypotheses positing relationships between Mobile Marketing efforts and customer outcomes. The results reveal significant positive relationships between Mobile Marketing and both Customer Satisfaction and Customer Retention, highlighting the pivotal role of Mobile Marketing in shaping customer perceptions, behaviors, and loyalty. Real-life examples illustrate the tangible impact of Mobile Marketing strategies on enhancing Customer Satisfaction and fostering Customer Retention. The study also uncovers a reciprocal relationship between Customer Satisfaction and Customer Retention, emphasizing the symbiotic nature of these constructs. However, limitations such as sample representativeness and data collection methods are acknowledged, along with suggestions for future research. Overall, the thesis contributes to a deeper understanding of the complex dynamics influencing customer experiences and loyalty in the digital era, offering practical insights for businesses seeking to thrive in competitive markets.
Keywords: Mobile Marketing, Purhasing Behaviour, Cosmetic Products, Pakistan.
Title: THE EFFECT OF MOBILE MARKETING ON CUSTOMER POSTPURCHASE BEHAVIOUR: A RESEARCH ABOUT COSMETIC PRODUCTS IN PAKISTAN
Author: Huma Saleem
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 12, Issue 1, April 2024 - September 2024
Page No: 96-101
Research Publish Journals
Website: www.researchpublish.com
Published Date: 11-July-2024
