The Impact Of Digital Marketing On Increasing Customer Loyalty

Today's business market is excessively competitive to sustain as the development of digital media has changed the market situation. Firms can engage more customers within shorter period of time and customers also have multiple options to make purchase decision from diverse region. Nowadays customers think about the future repetitive purchase based on the firms' online performance especially how they try to reach customers through their digital marketing approach. They also rely on constant digital appearance of the firms and how (firms) they deal with them (customers). This paper makes an attempt to identify the effect of digital marketing on increasing customer loyalty by analyzing various factors which have been derived from literature review and questionnaire feedback. We have chosen Exploratory Factor Analysis method to find out the core factors that drive the customers to be loyal in digital market place. Findings indicate that Value added attributes have ranked top in case of increasing customer loyalty in the presence of digital marketing. Content Attribute, Customer Service Attribute and 24/7 Appearance have ranked second, third and fourth respectively in this regard.