Examining the effects of digital marketing practices on customer satisfaction and loyalty: Evidence from the banking industry

The ongoing wave of digitalization has transformed the competitive landscape of the banking industry. By embracing the Stimulus-Organism-Response (S-O-R) framework as a theoretical lens, this research explores how technology-driven marketing practices, i.e., mobile banking and social media marketing (SMM), shape customer satisfaction and loyalty. Data were obtained from 179 banking clients from Morocco via an online questionnaire, while PLS-SEM technique was applied to test the conceptual model. Results indicate that both digital marketing practises positively affect customer satisfaction, which is shown to be a strong predictor of loyalty. In contrast, direct impact on loyalty was found to be insignificant. The model explains 59.2% and 57.7% of the variance in satisfaction and loyalty respectively, showing considerable predictive f. Contributions to existing literature include the application of the S-O-R model. Practically, results imply that banks should invest in improvement of their mobile applications and use social media in an interactive way to increase customer satisfaction and loyalty.