DIGITAL COMMUNICATION AND CUSTOMER SATISFACTION: ISLAMIC BANKING PLATFORMS

Povzetek

Arab Islamic Bank faces challenging marketing conditions and an increasingly competitive environment in the sector. This study utilizes a descriptive-analytical approach and examines the impact of digital marketing on customer satisfaction at Arab Islamic Bank, taking into account digital communication and discourse analysis. In light of this, a conceptual model proposed based on previous studies. The model incorporates the dimensions of digital marketing (attraction, immersion, retention) as independent variables, while the impact on customer satisfaction is the dependent variable. The questionnaire distributed to 300 participants via Google Forms, and a random sampling method used to select respondents. The statistical analysis program (SPSS) used to analyze the data and test the hypotheses, which included 300 responses. The results showed a significant impact of digital marketing, in all its dimensions, on customer satisfaction. Furthermore, artificial intelligence, in conjunction with digital marketing, in discourse analysis helped institutions analyze written discourse from consumers on social media platforms, which enhanced their understanding of customer behavior and, consequently, enhanced customer satisfaction. This enhanced the mechanism for providing appropriate banking services based on customer feedback.