Impact of Digital Marketing on Customer Satisfaction:

Abstract

This internship report, titled “Impact of Digital Marketing on Customer Satisfaction: A Study on Easyfie,” explores how digital marketing strategies influence customer satisfaction in the context of a growing Bangladeshi e-commerce platform. As digital interaction becomes the primary channel of customer engagement, understanding how specific digital marketing elements affect satisfaction has become essential for businesses like Easyfie. The study examines six independent variables—response time to customer queries, quality of social media content, user experience on the website, personalization in marketing, post-purchase communication, and clarity and transparency of ad messaging—to determine their influence on the dependent variable: customer satisfaction. Data were collected from 120 respondents who are actual users of Easyfie. The results were analyzed using descriptive statistics, reliability testing, regression analysis, and hypothesis testing. The findings show that five of the six digital marketing factors significantly and positively impact customer satisfaction. Website user experience, response time, and post-purchase communication were the strongest predictors. This highlights the importance of a smooth digital journey, prompt support, and follow-up engagement. Personalization and engaging social media content also contributed to positive customer perceptions. However, the variable clarity and transparency of ad messaging did not show a statistically significant effect, indicating that while it is an important baseline expectation, it may not be a major differentiator in perceived satisfaction unless advertising becomes misleading or inconsistent. This research offers strategic insights for Easyfie’s marketing and operations teams. By prioritizing customer-centric digital strategies, such as website optimization, fast communication, and meaningful personalization, the platform can not only increase customer satisfaction but also foster long-term engagement and brand loyalty. The study further contributes to academic literature by highlighting the importance of digital interaction in shaping e-commerce experiences in developing markets. It also lays the groundwork for future research to explore additional variables like trust, price fairness, and long-term retention, as well as applying longitudinal methods to capture customer perception changes over time. In conclusion, this report underscores the pivotal role digital marketing plays in enhancing customer satisfaction and provides actionable recommendations that can assist Easyfie in navigating the increasingly competitive e-commerce landscape in Bangladesh.