چکیده مقاله
This article looks at how Nestlé Nigeria uses digital platforms to increase customer satisfaction in Lagos, demonstrating FMCG's digital transition Nestlé uses e commerce, social networking, and mobile apps to connect consumers as technology shifts expectations This study found that personalised marketing, real time connection, and original content are essential for brand loyalty and customer satisfaction We observed that Nestlé's digital approach increases consumer involvement, accessibility, and satisfaction Statistics and feedback allow the organisation to adjust its marketing to local tastes, which increases client retention The study addresses literature gaps, such as Nigeria specific customer satisfaction surveys Customer Engagement Theory and the Technology Acceptance Model emphasise user friendly platforms and emotional connections as ways to increase customer loyalty The paper advises Nestlé on digital engagement, customer centricity, and being competitive in Lagos' shifting economy Nestlé can maintain its FMCG market leadership in Nigeria and provide a memorable digital consumer experience by focusing on innovation and reactivity
کلیدواژهها
نویسندگان
Babafemi Titus Olotu
International Business Management Expert, Berlin School of Business and Innovation BSBI , Berlin, Germany
Kamyar Esmaeilinasrabadi
Lecturer, Faculty of Economics and Business Administration, Berlin School of Business and Innovation BSBI , Berlin, Germany
شیوه ارجاع
Olotu, Babafemi Titus and Esmaeilinasrabadi, Kamyar,1404,Leveraging Digital Platforms to Improve Customer Satisfaction: A Study of Nestlé's Digital Strategy in Lagos.,1St International conference on new horizons in management,business, economics and humanities
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی افق های نوین در مدیریت، تجارت، اقتصاد و علوم انسانی10 آذر 1404