Leveraging Digital Platforms to Improve Customer Satisfaction: A Study of Nestlé's Digital Strategy in Lagos.

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.

کلیدواژه ها:

Digital transformation ، Digital marketing ، Customer satisfaction ، Customer engagement ، Digital platforms ، Technology Acceptance Model (TAM)