E-Marketing Strategies and Customer Satisfaction: Empirical Evidence from Al-Baik Restaurant in Saudi Arabia

Abstract

The digital transformation of consumer markets has made e-marketing a pivotal driver of customer satisfaction in the competitive food and beverage sector. This study investigates the impact of e-marketing strategies on customer satisfaction at Al-Baik Restaurant, one of Saudi Arabia's most iconic fast-food chains. Employing a descriptive-analytical design, data were collected from 154 Al-Baik customers via a structured questionnaire covering key e-marketing dimensions: social media marketing, website usability, online ordering, digital advertising, online reviews, loyalty programs, and campaign effectiveness. The instrument demonstrated acceptable internal reliability (Cronbach's α = .757). Statistical analyses — including ANOVA, Pearson correlation, multiple regression, and one-sample t-tests — were conducted using SPSS. Results confirm significant positive relationships between all three core e-marketing dimensions and overall marketing strategy performance: online loyalty programs (r = .291), online reviews (r = .241), and campaign effectiveness all emerged as significant predictors. Regression analysis reveals that campaign effectiveness (β = .171, p = .035) is the strongest statistically significant predictor of customer satisfaction. The model explains approximately 11.5% of variance in satisfaction (R² = .115, Adjusted R² = .097), with a strong overall correlation (R = .839). Findings support the strategic importance of integrated digital marketing for restaurants operating in digitally mature Gulf markets.