Digital Marketing and Customer Satisfaction Experience: Empirical Insight from Nigeria's Listed Construction and Transportation Industries

Abstract

Digital marketing is now essential for customer satisfaction and loyalty, yet its impact in Nigeria’s construction and transportation sectors remains underexplored. This study examined how digital marketing practices affect satisfaction among listed firms, guided by Expectation-Confirmation Theory (ECT) and Uses and Gratifications Theory (UGT). Five dimensions were analyzed: content value, social media engagement, online visibility, relationship management, and service experience. Data from 712 managerial staff were analyzed using descriptive statistics and Covariance-Based Structural Equation Modeling (CB-SEM). Results showed relationship management had the strongest effect on satisfaction (β = 0.31, p < 0.001), followed by content value (β = 0.28, p < 0.001), social media engagement (β = 0.24, p < 0.001), service experience (β = 0.22, p < 0.01), and visibility (β = 0.19, p < 0.05).Findings highlight that strong online relationships and valuable content most effectively enhance customer experiences. Firms should invest in relationship systems, quality content, and responsive services to sustain satisfaction. Despite its cross-sectional design, the study advances emerging-market scholarship by quantifying multidimensional digital marketing effects and offering actionable insights, showing managers can personalize interactions and strengthen loyalty through value-driven engagement.