Strategic Marketing And Customer Retention: Examining The Mediating Role Of E-Service Quality

Abstract

This study examines the impact of strategic marketing on customer retention through the mediating role of e-service quality within the Saudi Telecom Company (STC). Adopting quantitative research design, the study employed a structured survey distributed to STC’s customers, capturing their perceptions of marketing practices, e-service quality, and retention. Data analysis was performed using Structural Equation Modeling (SEM), providing insights into the direct and indirect relationships among the variables. The findings reveal that strategic marketing significantly influences customer retention both directly and indirectly via e-service quality. E-service quality emerged as a critical mediator, underscoring its importance in transforming marketing strategies into sustained customer loyalty. The study highlights the need for organizations to align strategic marketing initiatives with continuous improvements in digital service quality to maximize customer retention. These insights contribute to the understanding of customer relationship management in digital service environments and offer practical guidance for enhancing marketing effectiveness and service delivery.