» TABLE OF CONTENTS
» SEE ARCHIVE
» DOWNLOAD THE PDF FILE.
|
By: SOUMIA BENCHOUAT, MERIEM GHEZAL, ABDELKADER MOUMENI
JEL: L81, D12, M31
Keywords: Social Media; Digital Marketing; Customer Satisfaction; Facebook Platform; E Commerce.
This study aims to analyze the relationship between Facebook integration and customer satisfaction within the context of e-commerce. The research explores the contributions of key integration dimensions, including personalized offers, ease of navigation, and user interaction, in enhancing customer experience. A quantitative methodology was employed, utilizing both electronic and paper-based surveys to collect data from 348 participants. Statistical tools such as correlation and regression analysis were applied to evaluate the data.
The findings reveal that "personalized offers" had the strongest relationship with customer satisfaction, followed by "ease of navigation," while "user interaction" showed a relatively limited association. Collectively, these dimensions accounted for 44.7% of the variance in customer satisfaction. The study recommends that companies invest in improving their digital strategies by optimizing personalized offers, enhancing navigation experiences through user friendly interfaces, and fostering customer interaction through innovative tools such as interactive chatbots.
By addressing a critical knowledge gap, this research underscores the pivotal role of social media integration in customer satisfaction and offers a practical framework applicable in various business contexts.
DOI: https://doi.org/10.47743/rebs-2026-1-0004
|
