لخّصلي

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In recent years, consumers have become
increasingly used to shop online. This is based on
the way business is affected by the internet and
with the raising foundation of digital economy. For
the sake of competitiveness in international
markets, e-marketing is a necessity since it can
reach wider groups and segments. It also allows
reaching higher goals for modern marketing ways,
especially at e-commerce industry.
The usage of e-business in commercial operations
necessitates consideration of the endogenous and
exogenous elements that influence it. Given the
importance of both variables for the relation-based
marketing and capabilities of e-business in the
competition domestically and in foreign field,
companies must apply and work on strengthening
their digital marketing capabilities and strategies
in order to foster their organizational performance,
growth and survival in globalized trading and gain
a competitive advantage, as well as apply emarketing as new technological activities.
Customer happiness and contentment are crucial
to companies because they encourage consumers
to repeat their purchases and suggest others to do the same, allowing them to develop their company.
The organization's ultimate goal is not to reach 100
percent customer pleasure, but measuring
customer satisfaction is one method for
quantifying client loyalty or customer delight.
When we know the best method to measure the
outcomes, we will be able to understand how
effective the variables are towards each other. It is
vital to start by defining customer satisfaction and
customer pleasure, as well as if the two concepts
are mutually incompatible. Satisfaction of
customers can be expressed as their perception of
products and service's performance in comparison
to their expectations (Del Giorgio Solfa, 2012).
Customers’ loyalty is the level beyond the
satisfaction that we go for to create pleasurable and
unforgettable shopping experience for them. As a
result, it may be inferred that customer pleasure
and happiness convey a greater emotional state
and signal a different level of a high psychological
status than customer contentment, and that they
extend beyond satisfaction to encompass surprise
and delight.
We will be focusing on these main dimensions of
the organization performance because satisfied
and loyal customers share positive word of mouth
and accordingly will have positive repetitive
purchasing behavior. This will increase the brand
image, which we are considering as digital
marketing strategy dimension. In terms of costs as
well, keeping current customers happy is less
costly 5 times than having new customers. At UAE,
it is starting to become an essential concept heavily
adapted in almost all industries, as it affects the
profitability of the organization.
Our study is adding value to the existing body of
knowledge by connecting the main factors effecting
customers' happiness and loyalty from the
perception of e-business capabilities and digital
marketing strategies in the e-commerce industry
while shedding the light to the UAE companies that
are racing faster than ever.
To put it simply, digital marketing is the practice of
selling a company's products and services using the
medium of the internet and other interactive
technologies. By introducing modern methods to
interact with customers and provide new systems
for delivery, companies are able to reduce their
costs and go bigger and have more profit, as well as
expand into new markets and reach new customer
segments. It also helps companies increase their
market share and foster a positive attitude toward
their products, processes, services and brand, as
well as increase profitability and productivity.
Since the capabilities of e-business is the main
thing to consider when starting an e-commerce
company at UAE, it can be argued that companies
need to look at their capabilities in terms of supply
chain management and visibility, website/service
quality, e-marketing and marketing knowledge and
e-trust to enhance the customer loyalty and
satisfaction as dimensions of the organizational
performance, without limiting it to this
perspective.
Also, e-commerce companies are basically running
online using developed technologies. Therefore,
they should consider how their business
performance is affecting their customer
engagement though social media marketing,
relation-based marketing, customer relationship
management and brand image
Other researchers did not gather the 3 critical
variables together to create better performance for
e-commerce companies, specifically in UAE. As a
result, we are trying to showcase the most effective
business performance indicators that can affect
customers’ loyalty, satisfaction and can include
other organizational performance dimensions. We
will be addressing more details of the dimensions
relationships in the next parts of this research