DIGITAL MARKETING STRATEGIES AND CUSTOMER RETENTION IN SMALL FOOD BUSINESSES: A CASE STUDY OF SMOKED OUT BBQ, VIJAYAWADA, ANDHRA PRADESH

Author

Dr. D.Prasanna Kumar , E.Venkateswara Reddy


Abstract

 This study explores the role of digital marketing activities on customer retention at a small food enterprise called Smoked Out BBQ in Vijayawada, Andhra Pradesh. Data were gathered through a Google Form and 76 responses were included in the study. This paper addresses the characteristics of the respondents, use of digital platforms, perception of the content on social media, perceived usefulness of digital information, influence of promotions and reviews, engagement, satisfaction, revisit intention and recommendation intention. Instagram emerged as the most used digital platform whereas offers and discounts were the preferred activities for revisiting the business. The study revealed positive perspectives of respondents towards the digital-marketing activities. A Pearson-product moment correlation of a composite digital-marketing measurement constructed from Q10–Q17 and a composite measurement for retention/recommendation developed from Q18–Q19 revealed a positive association (r = 0.882, p < 0.001). This finding supports the hypothesised relation at the level of statistical association, but no causal inferences should be drawn. This paper concludes with a set of suggestions for improving the content of the social-media posts, promotions, reviews, engagement and loyalty-building digital communications.



Keywords

Digital marketing; customer retention; social media marketing; restaurant marketing; customer engagement; Instagram; promotions; Smoked Out BBQ; Vijayawada.



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