The Role of Digital Marketing Strategies in Enhancing Customer Experience in Albanian E-commerce.

Abstract

The Albanian e-commerce sector is rapidly developing following the post-pandemic expansion of online shopping settings and the necessity to continuously improve through emerging trends in marketing. At the core of these strategies, the customer is positioned as e central focus, especially in business to consumer segments. This study aims to explore the influence of digital marketing strategies in the experiences of Albanian customers in e- commerce businesses. A quantitative analysis was adopted through an online survey completed by 320 respondents. The research was guided through relevant conceptual frameworks with the purpose to fill a gap in the Albanian literature review regarding the relationship between digital marketing and customer experience. The data analysis was made using SPSS to provide descriptive and inferential statistics. The results proved that digital marketing strategies significantly enhance the user experience, positioning social media marketing as the predominant strategy throughout the customer journey stages. While technological developments incorporated in digital marketing tactics such as personalization and artificial intelligence had positive results in the customer experience elements, participants attributed greater importance to high-quality customer service and secure payment options. This research contributes to a more comprehensive view in understanding the role of digital marketing in shaping the online experience of Albanian customers and provides valuable guidance for practitioners and researchers.