Exploring the Perceptions of Customers Regarding the Impact of Multi-Channel Advertising on Satisfaction Levels

Abstract

The current society relies heavily on technology. As such, today's business organizations have turned to complex communication strategies, including social media, e-mail, television, and online media, to target their audience. Hence, by examining these customers' experiences and feelings, the current research aims to shed light on how these advertising strategies influence overall satisfaction. This research uses face-to-face interviews as an essential data collection technique for eliciting the richness of the customers' attitudes towards these multiple-channel marketing strategies. Since the study targets a small number of customers, taking 15 participants from different backgrounds, the study focuses on qualitative data collection and analysis that captures more of the participants' perceptions and gives insights into the viewpoints of the numerous customers in Sargodha City. Early observations propose that customers' attitudes toward Multi-Channel advertising depend on clear message(s), appealing content(s), and ease of accessing data. Besides considering the satisfaction factors of multi-channel advertising, this study also investigates possible issues or drawbacks that multi-channel advertising may experience, like information overload or data privacy, that can lower the satisfaction level. Therefore, this study is significant in showing the customers' satisfaction with multi-channel advertising across the phases and highlighting potential challenges. Similarly, the findings contribute to academia and industry by extending knowledge about the qualitative aspect of customer satisfaction regarding multi-channel advertising to establish improved advertising strategies that meet consumers' needs and expectations.