Effects of mobile marketing on e-satisfaction and e-loyalty

Technological developments have made it possible to implement new activities in the field of marketing. Developments in the field of mobile communication have enabled diversification of mobile marketing activities. Effective marketing methods based on personalized communication with mobile devices, which are always beside the consumers, can be applied. Providing customer satisfaction and loyalty through marketing activities provides important advantages in competitive environment. Today, consumers are purchasing products or services on the internet their needs. The target of businesses that provide products or services to consumers through the internet can provide electronic satisfaction and loyalty. Mobile marketing activities offer new opportunities for creating e- satisfaction and e-loyalty that have different elements than traditional satisfaction and loyalty. As part of this study, it was aimed to determine the effects of mobile marketing activities on customer satisfaction and loyalty. The effects of the mobile applications of a national and international brand which provide city transportation services in Istanbul province are examined. The study using the web survey method was conducted with 400 people using mobile applications of brands determined for urban transportation. The obtained data were analyzed by performing regression analysis. It has been achieved that the two elements that are effective in the formation of e-satisfaction of two different brands are different. E- satisfaction has been found to be effective for the formation of e-loyalty in this context.