The Impact of Digital Marketing Policies on Customer Experience: A Field Study on Customers of Saudi Telecommunications Companies

The research relied on an online survey to collect data from customers of social media sites of telecommunications companies in Saudi Arabia. The number of valid surveys reached 366 surveys. The path analysis method was applied to test the study hypotheses by using the WarpPLS.6 statistical program. The results indicated a significant positive impact of the dimensions of using digital marketing policies, namely (digitizing customer communication systems, activating website content, managing electronic customer relationships, managing social media platforms, and expanding electronic payment processes) on the sensory experience, while there is no significant impact of managing electronic customer experiences and maximizing the use of search engines on the sensory experience. The results confirmed that there is a significant positive impact of the dimensions of using digital marketing policies represented in (activating website content, managing electronic customer relationships, expanding electronic payment processes) on the cognitive experience, while the results of the study concluded that there is no significant impact of managing electronic customer experiences, digitizing communication systems with customers, managing social media platforms, maximizing the benefit from search engines) on the cognitive experience. The results also showed that the dimensions of using digital marketing policies, namely (managing electronic customer experiences, activating website content, managing electronic customer relationships, and expanding electronic payment processes), have a significant impact on the emotional experience, while the study results showed that there is no significant impact of digitizing customer communication systems, managing social media platforms, and maximizing the use of search engines on the emotional experience. The results also showed a significant positive impact of the dimensions of using digital marketing policies, namely (electronic customer relationship management, social media platform management, and maximizing the benefit from search engines) on the behavioral experience, while the results of the study showed no significant impact of managing electronic customer experiences, digitizing communication systems with customers, activating website content, and expanding electronic payment processes on the behavioral experience.