Digital marketing for customer loyalty among price-conscious young consumers on mobile grocery apps

Abstract

This study explores how digital marketing elements influence customer loyalty among young price-conscious consumers using mobile grocery applications. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB), the research examines key components such as perceived ease of use, personalization, information quality, and interactivity in shaping consumer attitudes and customer loyalty. A quantitative research approach was employed, gathering data through structured surveys from young South African consumers. Findings reveal a strong relationship between digital marketing elements and consumer loyalty, highlighting how targeted promotions, seamless app usability, and interactive engagement enhance brand commitment. This research provides valuable insights for FMCG companies seeking to refine their mobile grocery app strategies, improve user experience, and reduce cart abandonment.