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Abstract:

            Customer satisfaction plays a vital role in the success and sustainability of any business. In the digital era, businesses must focus on effective digital marketing strategies to attract and retain customers. This study examines how digital marketing influences customer satisfaction in Myanmar, using Shwe Note, a popular book summary application, as a case study. The research focuses on five key factors of digital marketing: product, price, promotion, engagement, and customer reviews. A sample of 200 online users of Shwe Note was selected to understand their level of satisfaction and the impact of digital marketing on their user experience. The study highlights how different aspects of digital marketing contribute to customer retention and loyalty. This study examines the impact of the digital marketing mix on customer satisfaction with Shwe Note, a book summary application in Myanmar. The research focuses on five key factors: product, price, promotion, engagement, and customer reviews. A quantitative research method was applied, using a survey questionnaire to collect data from 200 respondents. The results show that all five digital marketing mix elements have a positive and significant impact on customer satisfaction. Among these factors, the product was identified as the most influential, followed by promotion, customer reviews, price, and engagement. The study confirms that a well-structured digital marketing mix strategy contributes to higher customer satisfaction, leading to customer loyalty and increased business success. Based on these findings, Shwe Note should continue to improve its digital marketing strategies, focusing on product quality, pricing strategies, promotional activities, and customer engagement to enhance user satisfaction. This study also highlights certain limitations, such as a restricted sample size and geographical scope. Future research is recommended to include a larger sample across different regions of Myanmar and explore additional factors that may influence customer satisfaction. Comparative studies between different digital book platforms are also suggested to provide a broader understanding of the industry.

Author: HEROLIN LAL HRUAI MAWI