IMPACT OF DIGITAL MARKETING ON CUSTOMER SATISFACTION A STUDY WITH REFERENCE TO CHENNAI CITY (KEY IJP************837)

• Deveswaran S,Mr.n.mohammed Saif

Abstract

Digital marketing has revolutionized the way businesses interact with customers, significantly influencing customer satisfaction. This study aims to analyze the impact of digital marketing strategies on customer satisfaction, with specific reference to Chennai City. The research explores various digital marketing tools such as social media marketing, search engine optimization (SEO), email marketing, content marketing, and online advertisements, assessing their role in enhancing customer engagement and loyalty.The study employs a quantitative research approach, gathering primary data through surveys from consumers in Chennai. Key performance indicators (KPIs) such as responsiveness, personalization, ease of access, and brand perception are used to evaluate customer satisfaction. The findings indicate that effective digital marketing practices lead to improved customer experiences, increased trust, and higher satisfaction levels. However, challenges such as digital fatigue and privacy concerns also impact consumer perceptions.The research concludes that businesses in Chennai need to adopt innovative and customer-centric digital marketing strategies to maximize satisfaction and retention. Insights from this study will help marketers optimize their approaches to better serve customers in the digital era. In todays rapidly evolving digital landscape, businesses across the world are increasingly turning to digital marketing as a way to connect with consumers. Chennai, one of the largest metropolitan cities in India, is no exception. The citys tech-savvy population, combined with the widespread use of the internet, has made digital marketing an essential tool for businesses aiming to enhance customer satisfaction. This article explores the various ways in which digital marketing has impacted customer satisfaction in Chennai, examining key factors like personalization, engagement, accessibility, and the overall customer experience.