Promotional activities and customer satisfaction: Long-term influence or a temporary marketing 'mirage'?

Abstract

In this paper the influence of promotional activities on customer satisfaction is examined. In addition, key marketing constructs were measured in accordance with the goals of the research. These constructs are perceived quality, brand loyalty, and customer experience. The goal of this study is to determine the effectiveness of promotional activities regarding customer satisfaction in a modern marketing environment. Data was collected through an online survey from 466 subjects (customers, consumers, and users of various products). The structured survey was distributed in Serbia. The findings imply that promotional activities have a major influence on customers' post-purchase experience. Further, the results show how promotional activities affect consumers' and customers' subjective views on products. As promotional activities and customer satisfaction play important roles in a marketing environment, it can be argued that this paper lends support and contributes to the existing body of literature in this domain.

Keywords

• promotional activities
• brand loyalty
• perceived quality
• customer satisfaction
• marketing environment