The Effectiveness of Advertising in Digital Marketing towards Customer Satisfaction in Tamil Nadu

Abstract

         The advertising in digital marketing nowadays earlier to the consumer so it emphasizes the connection of the success advertising in digital marketing with customer satisfaction. This research aim to explore the effectiveness of advertising in digital marketing towards customer satisfaction in Chennai, Tamil Nadu. This study had been mainly adopted from SERVQUAL model. Thus, Tangibility character, Reliability, Responsiveness, promise and understanding were the focused factor in this research. Quantitative data had been collected during the questionnaire. A total of 384 respondents who live in Chennai City area were participated in this research by using simple random sampling techniques. Software Package for Social Science (SPSS) was used to analyse the collected data. The data analysis techniques that conducted in study were descriptive analysis, Pearson correlation and multiple regression analysis to describe the variables numerically and found out the relationship between independent variables and dependent variable.