The widespread adoption of mobile devices has led to a shift in customer behavior with increased expectations for convenient and personalized experiences. Mobile self-service technologies have emerged as a key strategy for digital marketers to meet these expectations. However, the effectiveness of these technologies in enhancing customer satisfaction remains unclear. Hence, this study aimed to assess the impact of mobile self-service technologies on customer satisfaction in digital marketing on a universally applicable scale. A qualitative method of critical analysis of the existing literature’s approach was employed. The findings indicated that mobile self-service technologies have a positive impact on customer satisfaction, with significant improvements in convenience, and speed of service. Furthermore, the study showed the importance of ease of use and seamless integration with other channels which contributed to existingliterature by providing novel insights into the role of mobile self-service technologies in digital marketing. The study has a significant implication for marketing practitioners seeking to optimize customer satisfaction and loyalty. The study finally provided a new direction for marketers to enhance customer satisfaction and drive business success through its recommendations.
Written By
Emem Akaninyene Sampson, Ph.D
Department of Marketing
Faculty of Management Sciences
University of Uyo, Uyo.
ememasampson@uniuyo.edu.ng
