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Abstract:
Given the
fact that we are living in the age of the internet, in a new world of marketing
where gaining customer loyalty is the goal of every company, it is seen necessary
to do some research on the effects of digital marketing on customer loyalty. In
this research, the effect of the change of technological development on the
behavior of digital customers has been studied, respectively on the loyalty of
these modern customers in the company’s
Kujtesa and Ipko. The first
part of the paper is a review of various literature by various local and
foreign authors, articles, publications and scientific journals related to the
effects of digital marketing in reducing attention to services and products.
The review and summary from the analyzed literatures have created a strong
basis, which has served as a reference point for the continuation in the
practical part of the research. The
practical part of the paper contains research in this area that has been done
using the survey questionnaire technique where 100 customers of Kujtesa and
Ipko companies were surveyed directly while leaving the premises of the
respective companies after performing the services. At the end
of the paper, from the data obtained from the survey questionnaires, certain
conclusions were reached regarding the goals of the research, where
recommendations were made which can serve the companies studied but also other
companies that have interest and desire. to be in step with the trend.
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