Hybrid Marketing Strategies for Customer Experience and Loyalty Enhancement

This research investigates the integration of traditional and digital marketing strategies to enhance customer experience and brand loyalty in the evolving business landscape. The study aims to provide actionable insights for marketing practitioners on effectively managing the fusion of these approaches in the digital age. Focusing on customer perceptions of marketing channels, satisfaction, and brand loyalty, the research employs a mixed-methods approach. Quantitative data was collected through online surveys administered to 135 respondents using purposive sampling, while qualitative insights were gathered via industry case studies. Data analysis utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS software. Key findings reveal significant positive relationships between e-commerce, digital transformation, omnichannel experience, and personalized interactions. Specifically, high R-squared values for omnichannel experience (42%) and personalized interactions (30%) indicate that e-commerce and digital transformation substantially explain variance in these constructs, underscoring the importance of leveraging digital technologies for seamless customer experiences. The study concludes that integrating traditional and digital marketing strategies is crucial for enhancing customer loyalty and satisfaction, proposing a Hybrid Marketing Strategy Model (HMSM) as a roadmap for businesses.